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THE BOSS: You see Steve, by blaming Apple for every ruthless action we take, we achieve two goals: first we make people believe that these ruthless acts are “trendy” and “stylish,” minimizing the amount of pushback from the customer base.
STEVE: And second?
THE BOSS: Second, by introducing every ruthless action we take as a trendy and stylish idea, we dilute the ideas of “trendiness” and “stylish” to the point where ultimately Apple’s genuine attempts to create trendy, stylish hardware and software will have no meaning.
STEVE: Well, Mr. Jobs is going to be very upset about that.
THE BOSS: Did I say two goals? I meant three.