Is there such a thing as a simple business?
Does it need to be difficult and complicated?
Yes there is, if you focus on what the customer wants. If you focus on the needs of the customer, the path to a simple business is easy. Deliver and solve the customers needs. That may difficult at the start, as it take time to really understand your market, but if your not looking for your perfect target customer, you'll waste time chasing shiny objections, instead of focussing on the things that deliver to your perfect target customer.
"Simple can be harder than complex" - S Jobs
Simple is difficult, looking towards etymology, it means to reduce something down as much as possible. That's why mission statements are helpful with this, Prof Scott Galloway has an amusing criticism of Silicon Valley organisations' mission statements with Yogababble.
Generally, entrepreneurs who cannot explain their business clearly tend not understand what their doing or are hiding something.
You'll have to excuse me clarifying the term, it tends to suffer from misuse.