Jakob Nielsen - Mastery, Mystery, and Misery: The Ideologies of Web Design:

"The original ideology of hypertext and the World Wide Web, as expressed by Vannevar Bush (1945), Ted Nelson (1960), and Tim Berners-Lee (1991) makes individual users the masters of the content and lets them access and manipulate it in any way they please. User empowerment requires perfect usability and simplicity: only if users know what every design element means will they feel in control of the medium.

[...] A simple user interface is not boring. It excites users because it lets them connect with the content and engage the company behind the site."