On: BankSimple invites first customers; rebrands itsel...

[CognitiveLens]

I think an important difference is that those are relatively unique words, unlike Simple, which is common and ambiguous.

Telling someone that you have your money in a simple account doesn't convey as much meaning as telling someone you have your money in a Barclay's account.

[qxb → CognitiveLens]

That's a very good point well put. "Simple account" might even be a description of the level of account you have, causing further confusion.