Understanding the cost of complexity: each time you add a new feature to your app, it’s likely that the metrics you are tracking will turn up positive (after all, before nobody used X, and now more people use X, and people don’t seem to be using Y or Z any less, so overall this feels like a win.) However, if you keep adding features, at some point, you’ll end up with what’s perceived as a cluttered and bloated product. Then, suddenly, some shiny new competitor will gain fast traction because everybody’s like “I love Q! It’s just so simple.” The paradox of choice and the costs of cognitive complexity are real. We just haven’t figured out how to accurately measure them yet.