We all talk about simplicity and how it should drive our product development. In fact - we can see that "simple" and "easy" resonates well with our customers and we end up overusing it.
In fact - I think that "simple" and "easy" are becoming a high tech potato chips (or crisps if you like) - if you are throwing a party you've got to have them! So we end up having gozillion of web apps that are neither simple nor easy. They are simplistic. They tend to oversimplify the problems they are trying to solve, and they end up being useless.
I'm afraid that very soon we'll end up having "simple" and "easy" bearing pejorative connotation (simple = oversimplified = useless).
So what should we do then? My take on the problem would be the following - I'll stop using "simple" and "easy" and will use "elegant", "easy to understand", "clean" and "well designed".
Because users can outgrow "simple" but will never outgrow "well designed".