It's Not Rocket Science
http://www.system-concepts.com/articles/article0111.html

System Concepts
2005

Abstract:

One of the perennial criticisms of ergonomics consultants is that much of what we say is 'just common sense’. I do not see this as a criticism. Nowadays, there is far too little common sense evident in our daily lives. However, what critics really fail to understand is that what may seem obvious with hindsight was rarely that obvious beforehand.