I love Google UIs and the rationale behind them. 

Complexity is just a matter of perspective, Google engineers are segmenting reality and reassembling it via the text editor. They start with mechanical computation but then they move into the biological computation:  this is where the code is interpreted, on the user’s mind.

Designers abstract target users into personas to better understand user motivations and expectations and create realistic scenarios. What they do, how they act, where they go, and – in the most foolhardy abstraction of them all – how they think. When designing software for users take into consideration the way the brain works on the biological level.