I think they try to differentiate their product from the competition by being as simple to use as possible. That's my feeling, anyway. The fewer buttons the better is probable their motto (just my guess). I don't blame them for that. Actually, in my humble opinion iGuidance has the simplest, and cleanest look, and the map area covers probably the largest percentage of screen space of all GPS navigation software programs I've seen. And even though the look is so simple, iGuidance still shows the driver all s/he needs to know: ETA, time to destination, distance to destination, distance to next turn, shape of next turn, speed, road name of next turn, the current road name. In competing products there is always an item or two missing, or one needs to press something to get the misssing info .