Dante viewed Opportunists as minor sinners, dwelling just outside the first circle of Hell, perpetually stung by wasps and hornets, and we presume, by their consciences. As a simplifier, I view opportunists who use simplicity as a “come-on” even more harshly.

The mere mention of the word “simple” is a hook for purchasers (just ask the publishers of the very successful magazine, Real Simple). For that reason, advertisers and marketers stock their copy with the words: “easy,” “convenient,” “quick,” and “simplified.” The thought of assembling a product sends shivers through most consumers who envision hours of frustration and a few pieces “leftover.” The promise of technology, investing or medicine made simple is alluring.

Of course, if a product or service lives up to its advertising promise, I applaud it. Unfortunately, many do not and yet others really stretch the meaning of Simple. I recently came across a print ad for Simple a nice little shoe companyTM. I looked at their website and the shoes look great; however, how complicated is any shoe? Their link to the notion of simplicity seems to be their statement that “To reduce our environmental footprint we’re changing the way we make shoes by using sustainable materials like recycled car tires, core and bamboo.” For me, this raises the question—is noble virtue akin to simplicity? Is doing something good for the mankind by definition simple? I’d like to think I’m earning entry points for Heaven by toiling as a simplifier but I must say I’m not banking on it.