I see it as: remove focus away from anything but the product. The stage is boring, the screen is boring, the slides maybe not boring but simple, the person is n

I see it as: remove focus away from anything but the product. The stage is boring, the screen is boring, the slides maybe not boring but simple, the person is not interessting. Steve was already rock star. Just like the ring in LOTR movies. How you make impact with such a small product. Steve wanted everybody to hunger for creations and his work.