“Working with Steve can be brutal, but you get a chance to see firsthand his tremendous eye for detail and the clarity of his vision. Nobody can judge work like Steve can — design, advertising, engineering — you name it, Steve knows, and look out because he’ll tell you. He has got a hierarchy of judgment that’s really pretty simple: at the top is ‘Insanely great’, which is the best in category that you’ll see in your lifetime. Then there’s ‘really, really, really great’, – and he says it packed with emotion – that’s the best that you’ll see this year or maybe this decade. And, there’s ‘shit’, and that’s the entire hierarchy.” (Cooper Journal)