thanks a lot and sure I def. got your point and I think our target is different than you (you should checkout the other products like lite & punkt). The tag - minimalist was written by the OP and not us, we barely use (and stopping more often) the term minimalism esp. that closely to our brand / product. our html title is "back to the root" and our slogan is "people first" (printed on the packaging & on the back of the phone) as it better describes our mission.