Well, the context is educating children. Particularly, Kay's premise was that kids are naturally creative, curious, and artistic. He was concerned with process

Well, the context is educating children. Particularly, Kay's premise was that kids are naturally creative, curious, and artistic. He was concerned with process of developing a child along their "stylistic" axis, which opposed the conventional process of education that "beats the style out of them". Artistic skill is the product of thousands of hours of deliberate practice. But, there's an idea that the motivation for that kind of practice comes from a desire to develop a style that's all your own.