Obvious is good. Optimization can come later. Cleverness is for when you are out of options.
The programming landscape 30+ years ago and its severely constrained resources strongly biased our idea of "good software" in favor of cleverness. I think we can say we know better now. Having been responsible for picking up someone else's clever code myself.
Do we? I feel the layers of abstraction are quite extensive now. They are anything but simple.
> severely constrained resources
Energy is a resource. Mobile computing devices demonstrate this constraint already. I predict that what is old will become new again.