There is a kind of brilliant simplicity in this idea.
It's pared down to the minimum.
You get it almost instantly, and completely in a second.
The budget to help London homeless charity The Passage was $0, so it had to work.
So, would people give more to 'people-like-me'?
Yes. Donations went up 25%.
While necessity was the mother of invention in this example it asks us; how much we can take out and the idea still works rather than how much more complexity do we need to create.