Technology is supposed to make our lives easier, allowing us to do things more quickly and efficiently. But too often it seems to make things harder, leaving us with fifty-button remote controls, digital cameras with hundreds of mysterious features and book-length manuals, and cars with dashboard systems worthy of the space shuttle. This spiral of complexity, often called “feature creep,” costs consumers time, but it also costs businesses money. Product returns in the U.S. cost a hundred billion dollars a year, and a study by Elke den Ouden, of Philips Electronics, found that at least half of returned products have nothing wrong with them. Consumers just couldn’t figure out how to use them... As numerous studies have shown, people are not, in general, good at predicting what will make them happy in the future. As a result, we will pay more for more features because we systematically overestimate how often we’ll use them. We also overestimate our ability to figure out how a complicated product works. A study by Katherine A. Burson, a marketing professor at the University of Michigan, shows that, when we buy things like golf balls and digital cameras, we generally do a poor job of evaluating our skills, and so get stuck with unsuitable products. We’re also willing to pay for extra options because we feel shortchanged if we don’t have them. But, once we actually have a product, our patience with all those features runs out very quickly. Elke den Ouden found, for instance, that Americans who returned a product that was too complicated for them had spent, on average, just twenty minutes with it before giving up.