LG’s Dr. Ramchan Woo, the company’s mobile architect responsible for the new G Flex, argues that all design tends to start with straight lines and rectangles, because they’re easy to make, before proceeding to the more natural and organic feel of flowing curved lines. Making curves is hard, whether you’re talking about cars, architecture, or home appliances, but doing it is worth it for LG because of the better aesthetics and ergonomics. “Why curved again?,” asks Woo. “Our biggest and simplest answer is it’s more beautiful.”