Transcription
So Apple is loads of nerds competing for technological superiority. Apple goes, "Yes, but why does it have to be so ugly and difficult to use?"
Brazilian jiujitsu. Have you come across this? So this Brazilian guy wanted to invent a new martial art given that martial arts have been kicking around for thousands of years to an extent where there isn't much space for a new martial art.
He said, "Hold on a second. Every other martial art assumes you're standing up because once you're lying down, it's game over or you've lost. What we need to create is a martial art for how you fight when you're on the ground, not when you're standing up. And that was the unexplored space. That was the reverse benchmark. Yes."