[creativename]

I may be interpreting the post wrong, but I took some of the lack of detail as a kind of challenge for someone to figure out how to make it happen. To me, it sounded like someone saying "a cell phone should be weightless and have infinite battery life" - obviously not achievable goals, but worth working towards.

I think the simplicity he's proposing has its usefulness - it's all dependent on where on the "[paper napkin] <----> [realistic photoshop]" continuum you need to be for your mockups. Depending on your intended use, you can get by without drop shadows and rounded corners for a lot of cases.