Rooted in 1980s cognitive-science and HCI research, popularised for UI by Jakob Nielsen. Dumping every option on one screen collides with Hick's Law — slower decisions and a cluttered screen.
The fix: **show only what beginners or most users need up front, and hide the rest behind "Advanced" or "Show more."** A camera app's basic vs Pro mode, or a form's "show optional fields," are classic examples.
The demo shows the basic fields (name, email), then expands into advanced ones (phone, company) as if "show more" was clicked — on a loop.
When to use
Use this once a form or settings screen exceeds ~5 options. If the hidden options are frequently needed even by experts, measure usage first — hiding them can backfire.