Not really trying to coin the term, I just gravitated to it when I was thinking about this topic. I've actually been thinking about this for a few months and two thoughts have dominated my mind:

1. As a UI designer, I love flat design. Probably that's partly due to it being new and refreshing, but I do appreciate cutting down the visual noise to a minimum and focusing on the content. 2. As a UX designer, flat design is extremely problematic for all the reasons I discussed in the post.

I'm happy this has started such a discussion and hope it can help other designers form their own opinions with this whole flat movement.

That's a good point guys. I didn't really intend for the Find Your Friends screen to represent Apple's UI aesthetic as much as an extreme example of real-life metaphors. It's pretty clear Apple is going away from that look as fast as they can.

You didn't? It's the only screenshot a section with W8, Android and iOS. Really looks like a representation to me.

Actually, the screenshots are iOS, iOS Google App, and WP8.

Also, in the iOS app, it shows you "Who's View You". Better log out before snooping around in those profiles.

I believe paid accounts can also see who's scoped you out.

you're right, there is a place for "sales" in most every company at some point in their lifecycle. In the post I was more discussing engines of growth relative to early stage startups.