i would have thought it was just a steve jobbs had a vision, this beautiful aesthetic vision. Is that what happened? Not if you talk with tim coby, who was thele designer of the project. He has a firm, a design firm called at ink and a, he had done some projects with apple,. And specifically with stev jobbs before that; most notably the the launch of the mackintosh, the mackrol event. A really did, you know, designed a really beautiful display. As he says, he let the products be the hero.