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Finding a balance is the key. There should be lots of features and options for those buyers who need/want them, but it should also be easy to use the theme in its basic form right out of the box. There are different types of buyers of themes: some are web designers who are reselling to their clients, others are non-technical people buying themes for their own use. You can expect the web designers to dive in to every option and use page builders, sliders, etc. because it is easier than doing HTML /CSS/Javascript. The regular people might just want the basics…just a clean set of options that work just like WordPress native options. I think the ultimate theme would satisfy both.

Shortcodes and widgets are easy, because users don’t have to use them. Page builders are tricky because you still have to drag and drop items and change widths. I think you should have the builder, but have a lot of presets for users to choose from.

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