Behavioral design is all about feeling in control. Includes: usability, understanding, but also the feel.
Forget the complaints against complexity; instead, complain about confusion.
To me, error analysis is the sweet spot for improvement.
Only the most sophisticated of beings can lie and cheat, and get away with it.
If you think the products don't match what you want from a product, don't buy it.
It was always amusing to be inside Apple and read what journalists said we were doing