What's your filter for saying no to active paying users?

Saying no to customers is honestly one of the hardest parts of product design.

It feels good to keep adding things but every new button adds cognitive load for new users who just want to solve one core problem.

We started putting requests into a "nice to have" list and only building features if at least 10 different accounts asked for the exact same thing.

Do you hide complex features behind advanced settings or do you prefer removing them completely?