So when you have a bad take machine, you get the following processes:
They make a bad take.
People are outraged and talk about it.
The bad take machine likes it and does more of that behaviour in future.
If, on the other hand, they make a take and nobody cares, they do not get reward and the behaviour is selected against.
The behaviours drove the spread of the outrage replicator, and the outrage replicator provides the selection mechanism for the behaviours. Thus, via the spread of our outrage on Twitter, we have operant conditioned the bad take machine into producing worse takes.
Which is to say, it's bad on purpose to make you replicate it.
Ive and his team worked with Apple's Korean manufacturers to perfect the process of making the cases, and they even went to a jelly bean factory to study how to make translucent colors look enticing. The cost of each case was more than $60 per unit, three times that of a regular computer case. Other companies would probably have demanded presentations and studies to show whether the translucent case would increase sales enough to justify the extra cost. Jobs asked for no such analysis.
Topping off the design was the handle nestled into the iMac. It was more playful and semiotic than it was functional. This was a desktop computer; not many people were really going to carry it it around. But as Ive later explained:
Back then, people weren't comfortable with technology. If you're scared of something, then you won't touch it. I could see my mum being scared to touch it. So I thought, if there's this handle on it, it makes a relationship possible. It's approachable. It's intuitive. It gives you permission to touch. It gives a sense of deference to you.