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We believe that Apple has it wrong: they've talked about it being the post-PC era, they talk about the tablet and PC being different; the reality in our world is that we think that's completely incorrect.
We can believe that we know where the world should go. But unless we're in touch with our customers, our model of the world can diverge from reality. There's no substitute for innovation, of course, but innovation is no substitute for being in touch, either.
When you're 11 or 12 years old, you can get so swept up in a book that you start to believe that the fantasy is reality. I think when you have a giant crush when you're in fifth grade, it becomes your whole world. It's like being underwater; everything is different.
I'm used to something where you have to create an entire world, and I do like that process. I like getting the audience to believe that outside of the frame of your television set, there's a whole real world that exists that is different from your day-to-day reality.