Here is my response from the New York Times.

As an art director and information researcher, I have always told people that what we do is done with smoke and mirrors. Clients never really wanted to know how work or a particular job is created. I can’t count the many times that I would explain a process only to see eyes glaze over and I would stop. Most individuals just want it done. Like magic. I friction-free tech can be difficult if handled incorrectly. Example, the Carvana/Wreck It Ralph commercial and the one click order process. The friction-free is the ability to get to what providers want us to have. The difficulty is to fix the mistake one made with a one click. Look at any review of people who have to fix a wrong date on a travel site. Friction-free is not easy when you find yourself on hold with a customer rep.

Rox of Spazhouse, Intuitive Research.