Once again, think of another tragically hip Steve: Steve Rubell, owner of Studio 54. He was completely capricious when choosing who got into his club and who had to remain a hopeful standing in the cool New York night, and his word was law. But that was okay because his club was the coolest around, and it was cool <i>because</i>, not in spite of, his caprice.<p>Jobs, like Rubell did, knows cool when he sees it, and is in the business of delivering the coolest, most desirable, most enviable experience to his loyal customer base. That <i>mandates</i> a snobbish and dictatorial selection policy, because if you let pedestrians make the UX decisions what you end up with is... pedestrian.