Most of the time, optimisation means making things as easy as possible - for yourself or for whoever else is concerned. If you make the basic operations easy, you can increase productivity, because more of those operations can be accomplished with a given amount of time and effort - or the same can be accomplished with less time and effort, leaving more to spare for other things. This is generally good, whether the goal is production of something (for use or sale) or simply enjoyment. Hence investment in making things easy - streamlining processes, automating routine tasks, etc - generally pays off.
Sometimes, though, there is a good reason for deliberately making things difficult: see the related topic.
Make it attractive
Make it difficult
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