If your idea of simple is Amazon ... I don't think I want to see what you consider "complicated!"
Comparison shopping (I mean between two products for the same purpose, i.e. picking a cellphone or television) on Amazon is often mind-bending. Sure if you already know what you're interested in, it's great: reviews (many are even helpful), prices variety, etc. is all there, but narrowing it down to two or three choices can put you in the nut-house.
