Making the simple complex

I like this post by Tom Goodwin:

If you're in the business of making the simple complex, you might have had a good run in the past years, but there's a new wave of companies that are coming for you. So think about it, are you making the simple complex or the complex simple? It's two good business models, but the first one supposes that customers or clients are dumb, and I don't think it's a great way to do business.