The Unusual Design Tradeoffs of Steve Jobs

I thought it was really interesting in the keynote, them walking through the design trade offs they make and the design thinking. I wonder if they were like trying to hedge their bets and like explain to people why it looked quote weird or something. They could have done lots of other things that didn't have the whimsy and the customization and the personification that they did. It is fascinating to think about how much time they spent on it.