"Too many features could be even detrimental to engagement." 

More true words were never spoken or written. 

People want fast, clean, and simple. Not complicated and not convoluted. Thankfully, in UNA this is quite possible. It's the default mode, in fact.

"Don't make me wonder," the visitor says to himself. "If you do and I can't figure out all your options, bells, and whistles - I am gone. Never to return..."