«Use Southwest Airlines as the model. When customers demanded reserved seating, inter-line baggage transfer, and food service, they refused (and only now, are reluctantly providing semi-reserved seating). Why? It is not because they ignore their customers. On the contrary, it is because they understood that their customers had a much more critical need. Southwest realized that what the customers really wanted was low fares and on-time service, and these other things would have interfered with those goals.»

"These systems do not ask people to accommodate to the technology: they ask the technology to accommodate people."

"As interaction designers, we strive to eliminate confusion, difficulty, and above all, bad experiences. But you know what? Life is filled with bad experiences. Not only do we survive them, but in our remembrance of events, we often minimize the bad and amplify the good."