Make It Hard.
A few weeks back I read Fred Wilson's plea for a single text message to allow him to upload an image to a variety of applications. It's an entirely logical request and will no doubt come to pass. Simplifying life is a good thing, but is it that simple?
The easier we make something, the more people will do it. That's good in one sense, but potentially overloading in another as the current social networking backlash is suggesting. Does simplification at some point denude our perception of worth?
Is that what's behind reports that online sales are plateauing because people value the experience of shopping when it comes to purchasing certain non staple items?
The secret of exclusive distribution, scarcity and waiting lists is the non-monetary investment required of customers, so perhaps you should consider not making it too easy for them. Make the acquisition process flow smoothly for sure but don't remove all the effort involved because while inefficiency and incompetence will turn them off, being too easy won't turn them on.