1
general::
Phrase(s): pure and simple [and] plain and simple
absolutely; without further complication or elaboration. • I told you what you must do, and you must do it, pure and simple. • Will you kindly explain to me what it is, pure and simple, that I am expected to do? • Just tell me plain and simple, do you intend to go or don’t you?
McGrawhill's American Idioms And Phrasal Verbs
2
general::
No more and no less, plainly so, as in This so-called educational video is really a game, pure and simple. This expression is very nearly redundant, since pure and simple here mean "plain" and "unadorned." Oscar Wilde played on it in The Importance of Being Earnest (1895): "The truth is rarely pure and never simple." [Second half of 1800s]
American Heritage Idioms