I really don't see why Blesta looks complicate,I have used literary every billing solution and also I worked some integrations and programming for all of them,from whmcs,client e.,host bill,WHsuite,Billing menager..BoxBilling and few other thus some billing solution you user can add as addon..i.e Plesk billing automation(not sure is it available still).
And Blesta is far more stabile and secure than all above,main problem in my opinion is slow extension development,additional features should be added faster and also some existing should be upgrded,like 2co v2..new Plesk module(original one need tweaks if server is behind NAT because there is no package IP field) and so on,I don't have all in my head.
When it comes to blesta product you have to set 3 things,order form,package and module you will use for autoprovision.Packages belong to group and all packages in particular group are listed on same order form,also there are options ...same thing like packages ...all options belong to particular group will be listed in product.
Maybe because I have experience with all billing solutions I ment above is reason why Blesta not looks to me wired and complicared but I really don't see anything in handling products,what I would like to see in Blesta is more extensions and also some tweakings of existing features.
Now for basic web hosting company it will work like a charm since most used modules/geteways are there and work very well,for example if you want to sell cPanel hosting you would first add server,than package where you select cPanel module and in same step you add that package to existing group or create new,third step is to add order form where you chose group of 1 or more packages you wont to show up in that order form,also you select payment gateways for that order form and currencies.Also you can enable/disable cupons on order form.. select manual review if you want to review or orders before provision..and that is it.There are 3 order form types,1.general..for normal packages,2.domain and other...this order form first show domain registration form and after selecting domain ti show package,that is why if you select this order form you have to select package group also..and 3.Client registration form...only registration form without any packages.
Now if compare with WHMCS it lacks some features and there is no 3th party extensions as much as WHMCS,also WHMCS has more languages but I hope this will change in future.