It does not seem to demand very much cognitive effort if we design the display correctly.

We sold more T-shirts than anything else. There was not much design effort.

Once that can be achieved we will have a great deal more opportunity for applications.

We can make it require high concentration, but we choose to use methods that are intuitive.

The intelligent-design movement is an effort to introduce creationism into the schools under a different name.

Replace excuse with effort. Replace laziness with determination and everything else will fall in place.