People don't have time for things that aren't obvious
Obviousness is a better goal for software than "ease-of-use" or "intuitiveness." You don't need your intuition if something is crystal-clear in its form and presentation. In an increasingly complicated world, people don't have time to figure out unobvious things. Of course, if you're trying to invent new things, obviousness is a big challenge. So we try to remind ourselves by naming our company that.Found it here.