As soon as the excitement of getting something “outstanding” is commodified, simplicity is at risk. Design becomes a temporary entertainment that looses its value the moment that the initial emotion wears off.
As a result, today it’s incredibly hard to find a wood table with four straight legs, a book cover without images, a logotype with no irregularities made to fit a silly concept. That doesn’t mean they don’t exist (thanks Muji), but they are quite inaccessible by those who aren’t interested in looking for these sort of things.
The response to the continuous bombardment of “entertaining” objects may be valuing all that is unassuming. And that kind of normality is not to be labelled as “minimal”. Speaking about typography, if the casual reader's eye gets lost in the details of a text instead of just reading it, something is not right, be it ultra-minimal or highly ornate.
TThe complete absence of pretentiousness is what triggers the negative aspect of “anyone could do that”, because the lack of personal expression is seen as a mistake. Yet, as designers, we can find value in a pencil, in clothing hangers, in a quick note written by hand as the writer didn't have enough time to consciously create complexity.
They are tools, and tools are supposed to function properly, not spark emotions.