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“Simplicity is the ultimate sophistication. It takes a lot of hard work to make something simple, to truly understand the underlying challenges and come up with elegant solutions. [...] It's not just minimalism or the absence of clutter. It involves digging through the depth of complexity. To be truly simple, you have to go really deep. [...] You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.”

“The company that employed me strived only to serve up the cheapest fare that the customer would tolerate, churn it out as fast as possible, and charge as much as they could get away with. If it were possible to do so, the company would sell what all businesses of its kind dream about selling, creating that which all of our efforts were tacitly supposed to achieve: the ultimate product -- Nothing. And for this product they would command the ultimate price -- Everything.”

“The entire history of baby formula has been the history of one overlooked nutrient after another...and still to this day babies fed on the most "nutritionally complete" formula fail to do as well as babies fed human milk. Even more than margarine, formula stands as the ultimate test product of nutritionism and a fair index of its hubris.”

“I was very pleased to get a Supreme Court justice suggesting a column, so I went and did a column about Beano. I went with my wife and another guy to a Mexican restaurant, which we thought would be the ultimate test for an antiflatulance product. There's a reason most of Mexico is located out of doors. And it worked. Several newspapers refused to run that column. But they did run advertisements for Beano.”