If I want to heat something up for thirty seconds, I have to wade through four menus and sub-menus:
Express cook (ha ha)-> 30 seconds-> OK-> Start
People who designed consumer microwaves have obviously never used one. I have NEVER cooked anything in the microwave that should have involved more than a single button press. If the cooking is going to take fewer than 30 seconds, I'm not going to need a timer; it's not like I'm going to go walk the dog with the rest of my time.
I never want to type in an amount of time and then have the microwave not begin cooking until I hit a Start button. I always want full power. I don't want to adjust the fan speed. Nobody has tried to cook actual meals in the microwave since 1985 so I don't need a chicken-pot-pie setting. I don't want the keys to beep loudly when I press them and I don't want the microwave to beep loudly when it's done because I don't want the kids to wake up.
I'd pay more for the lack of "features."