It's a bit unavoidable for people to think of how Steve would approach products and that's not a bad thing. I think what Jobs is doing here though is pointing

It's a bit unavoidable for people to think of how Steve would approach products and that's not a bad thing. I think what Jobs is doing here though is pointing out that anyone saying "What Would Steve Do" is really just admitting they don't know what the fuck to do. Or saying "Steve wouldn't like X" is a cheap copout when you can't give more concrete reasons why X is bad. Interestingly, in the recent big Scott Forstall profile it was said he often used the "Steve wouldn't like that" refrain.