Diggin' it no question. But I have to ask...

Simple might be a great business model and easy to run and all that but the reason my customers buy from me is the fact that I offer them something unique. I can get simple sites anywhere, anytime. And they are free. How do you differentiate yourself. How do you prove to me that you are the wheat amid the chaff?

I look at my website/theme as the suit and tie my salesman is wearing. Would I hire a salesperson who ambled in and told me that he was "simple." God knows, he did his level best to be simple, and he was Simple with a capital S. Frankly put, however, I am not buying simple. I can get simple amongst the free themes on many, many sites. Would I buy a Super Bowl ad to say that I was simple? No. I buy that ad to show that I (taste better/last longer/smell better/am cuter/love dogs and horses/whatever) but I do not buy that ad to prove I am simple.

I have no doubt that simple is better for you. I look forward with anticipation to the new Discovery Channel reality show, THEME WARS where developers play colors, photos, CSS, PHP, and HTML to WOW the new WordPress user and curry a sale.

Yeah, simple works, as long as it puts my Pink Dingleberries into someone's shopping cart. If you are not profitable, I'd look at other areas rather than weakening the product.