For anyone looking to start a retail business, accepting credit card payments is an expensive and laborious process. New technology allows any individual to accept credit card payments simply by adding some hardware onto their smart phone. The new technology is called 'Square'. "Square is elegant. The user's flow through payment or application has been reduced to the fewest possible steps; the app has minimal features. This emphasis comes directly from Dorsey, who says, "I'm really good at simplifying things." He espouses a tremendously attractive belief that good industrial design wins customers' trust by disappearing.