Hi, cofounder of Simple here.

This is a good point.

We think there's a difference between "simple" and "stark" or "minimalist". Our goal is to create an experience that's inviting, explorable, and clear. That doesn't necessarily mean doing away with all visual ornamentation.

Sure, plain text is "simple", but iconography, texture, and other design elements can contribute to that ideal as well. Thanks for your thoughts!