As I logged into Gmail today and saw the latest Gproduct release, my mind bumped a bit against the marketing phrase of, "Simplicity Squared." If simplicity is something truly reductive, were you to mathematically raise it to the second power and *square* it I wondered if you'd end up where you really want to go.

Consider how when you square a number like 5 you get 25 (bigger), or if you square 3 you get 9 (bigger). But once you hit the number 1 = "true simplicity" and you square 1 you get 1 (the same). Go below 1 like 0.75 and square 0.75 to get 0.5625 (smaller), or square 0.2 and you get 0.04 (smaller). Ah, so the square of simplicity is truly *more* simple. The universe is well and I can now go back to preparing for my London exhibition.

*Copyright 2005 - 2014, John Maeda*