Simple wins. I certainly didn’t say it first. Of all the times I have said it, I probably said it best in my Openness, Localization, and the Future of Learning Objects talk at BCNET last year. It was then that I adopted Simple Gifts as the theme song of all my open education efforts.
Note that the Apple and Google examples demonstrate that Simple Wins is a rule of the front end. No one would accuse the iPhone or Google search as being simplistic on the back end.