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Why aren't phones simpler?

37 Signals' discussion about the Moto PEBL points out that there are lots of people out there who want simpler phones, but the phone companies don't deliver them. I'm right there with 'em. My take on why there aren't more simple phones on the market? Phone companies want to steer us all toward high margin services like purchasing ringtones. The phone companies deliver handsets that optimize their revenue, not our phone experience.