Josh, by saying "conscious mind can instinctively understand the process on the screen" you proved my point. Ease of use goes well with the unconscious, so the conscious mind doesn't need to think much, when using an easy tool, such as a website or a piece of software.

Also, the perceived (by the unconscious) ease of use creates a positive signal to the unconscious that the site is good and worth using. If the site is absolutely easy to use, this can go to the surface and will be noted by the conscious mind, but still, the preference of the unconscious mind ("I like this site") will prevail.

Thanks for stopping by :)