"Potential savers are put off by complexity, " the report says.

BBC: Q&A: The Pickering review

Standard Life said it expected a significant boost from the scheme over the years ahead, forecasting a potential 400, 000 extra savers.

BBC: Standard Life

Amazon is also unveiling AdMash, a Kindle app and Web site were customers can evaluate ads for potential use as Kindle scree-savers.

FORBES: Amazon Unveils Ad-Supported Kindle eBook Reader For $114

The damage to savers needs to be considered along with the potential further benefits to spenders.

FORBES: Allow Interest Rates To Rise While Keeping Monetary Policy Accommodative

That was the same argument the financial industry used to kill off the defined-benefit pension plans our grandparents relied on in order to sell a new generation of savers on the idea that 401-Ks had the potential for higher returns.

FORBES: Retirement Disaster Looms For Universal Life Policyholders