Why did Blizz do away with downranking heals?

We were spending more and more of our design time trying to make sure that the lower ranked spells didn't always trump the higher ranked spells since with enough spell power etc. the coefficients start to matter a lot more than the flat value of the heals. We kept nerfing the coefficients over and over and could have kept doing that, but at some point we asked ourselves why so much of our healing design time was spent balancing downranking when it was a pretty obscure concept (from a new player perspective) in the first place and we were having trouble getting healers to use their entire arsenal of spells.

We recognize that there is some fun in matching the right heal to the job, and we would love to add some smaller heals back to the game, but first we have to get the balance right where huge, fast, expensive heals don't always win. Otherwise, offering you small, cheap heals won't do anything.