Seems to me that he was calling him a Joker because Jobs wanted a service from them ("catalog sheets") without paying for it or without paying the going rate ("

Seems to me that he was calling him a Joker because Jobs wanted a service from them ("catalog sheets") without paying for it or without paying the going rate ("Wanted it for nothing"). Also, I'm not sure if I agree with the transcription in one part. Doesn't seem to be "Our catalog sheets", but rather "10 (something?) catalog sheets". The (something) is probably an abbreviation or shorthand. Maybe 10 inch? Or 10 thousand? I really don't understand the context well enough to be sure, but it seems like the writer thinks he's being unrealistic and asking for more than he needs for a price that's not realistic. Which would make the "joker" assessment pretty understandable.