We don't get a chance to do that many things, and every one should be really excellent. Because this is our life. Life is brief, and then you die, you know? So this is what we've chosen to do with our life. We could be sitting in a monastery somewhere in Japan. We could be out sailing. Some of the [executive team] could be playing golf. They could be running other companies. And we've all chosen to do this with our lives. So it better be damn good. It better be worth it. And we think it is.
I reckon you can tell they think that as soon as you pick up one of their devices. Whenever I use standard Windoze PC, or for that matter a lot of mobile phones, it feels like no ones gave a toss the whole way through the process from manufacture to packaging.
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