http://blog.buysellads.com/2010/08/the-secret-of-selling-banner-ads-when-less-is-more/

Minimalism can be viewed as a trend, akin to “lean startups” these days. If you are an “against the grain” type of person as I am (maybe we didn’t rebel enough as kids?) these trends can start to feel cliche and overdone, but there is a lot of value in their principles.