The whole iOS7 UI is not intuitive at all. Look, I love flat UI but when I became and engineer and founder, started talking to customers, I realized that customers are simply not as aware as the people that designed and made software. They don't know what to click, they sometimes don't even know they can click something, and they often get lost. When you go to a Microsoft store and see people playing with Windows 8, you see this and it really hits you. People are lost, randomly clicking on text thinking it is a button. While Windows 8 and iOS7 look good in many ways, I think this release is a step backwards for people who might not be very tech savvy.