From the website of the Japanese retailer Muji.

Muji was founded in 1980 in a thorough rationalization of the manufacturing process. The ensuing products are remarkably pure and fresh: succinct. They have even been credited with being “anonymous.” In contrast to the prevailing and overembellished products in the marketplace, Muji’s do not seek to entice responses of strong affinity like “this is what I really want.” Muji’s goal is to give customers a rational satisfaction, expressed not with such statements as “I must have this” but with a sentiment akin to “this will do.” “This is what I really want” expresses both faint egoism and discord, while “this will do” expresses conciliatory reasoning. It may even be said to incorporate resignation and a little dissatisfaction. Muji’s goal is to sweep away that slight dissatisfaction and raise its level of response to one of clarity and confidence.