An important message from a producer at BBC Scotland

I've been thinking and rethinking these words. They're very important.
"I don't want to have to learn about it."

She was talking about technology. I think her sentiment echoes a lot of
what the consumer feels. They just want things that work and work for
them. They don't care about all the revolutionary qualities or the fact
that whatever technology is the future. People want to get on with their
lives, not learn about whatever new technology fad excites the technorati.

Echoing Steve Jobs message to Apple I'd say this to the augmented
reality and Articulated Naturality industry, "make them so simple I
don't have to learn anything to use them."