Simple and Smart can't be either / or
There is no either / or here when it comes to simple or smart. Nor should there be. Tool capability must meet the needs of the task at hand. Some tasks are more complex and require more smarts. Tool usability must meet the needs of the people that will use them. Some users can tolerate lower usability to gain capability, but more usable is always better.
Pretty tools without capability are shelf-ware. Think of all those cool iPhone apps that don't do anything. Download and delete. While, super-smart tools without usability are geek-ware. Very few will be able to adopt them, and their overall impact will remain limited. Technology needs to have a high IQ and a good personality.
At Logi Analytics, we are aiming to target the right tools to the right task for the right users. Optimize each person's skill set and contribution to the process, and give them tools that are highly usable AND deliver the smarts to tackle the task at hand.