Don Norman at Business of Software 2009

There's an excellent video at Neil Davidson's blog of Don Norman talking about successful products and services, which he summarizes to the following ten points (1 and 10 are meant to be the same):

1. It's all about the experience
2. Design systems
3. Everything is a service
4. Everything is a product
5. Don't be too logical
6. Memory is more important than actuality
7. Complexity is good: Complicated is bad
8. Design for the real world
9. Design for people
10. It's all about the experience

"I must use this power only to annoy"

I clicked on an Amazon link to a product the other day and it lead me to its product page. Everything there is fine, except instead of a price, there was a link that read "Click here to see the price". There was also another link that read (Why don't we show the price?) which contained the following text:

Why Don't We Show the Price?

Manufacturers sometimes ask that retailers not display a price if it drops below a certain amount. The "click here to see price" message indicates that the price of the item is so low that the manufacturer requested that it not be advertised (that is, displayed). In a brick-and-mortar store, you would probably have to ask a salesperson what the price of the product is. At Amazon, by clicking on "click here to see price" you are essentially asking to see the price, at which point we show it to you.

Ummm... WTF? If I didn't see a price in a brick-and-mortar store, I wouldn't buy the item! You forcing me to click just to replicate that have-to-ask experience is forcing me to replicate my wouldn't-buy-the-item reaction. I hope you're happy about your lost sale.