1) Aaron Marcus - who found optimal menu count to be 5 +/- 2
2) Magic number 7 +/- 2
3) Fitt's Law selectivity (bigger is easier)
4) Shared layout for mobile + desktop
5) I hate short form
6) Is 5) a non-sequitur?
7) No! I now have the attention span of a goldfish.
8) Maybe I should read a book