Our quest is to understand How human beings turn data into knowledge. The search for the perfect organizational paradigm is a journey through the structures of the human brain and how people manage to see shapes, lines, patterns and coherence in the great soup of incoherence that is the world of information.

The end goal of all of this research, design, testing and rumination is not just a software system that is easy for people to get. (If that were the case, let's just give people 1s and 0s, it doesn't get much simpler or more generic than that.) The end goal is a data structure that sits firmly upon the deep-seeded, some might say, hard-wired, natural structures of the human information architecture. The stuff of linguistics and grammar.

A simpler way to put it is, when considering simplicity in design, we must always ask the question of: Simple for whom?