Asked if it was a playful moment of invention, Rubin responds sternly, almost Cosellianly, “It wasn’t playful. I hate play. It was just a process. You have scores and scores of those moments when you try these things out. I remember in ’96, the first time I tasted it, I thought”—his voice goes high and giddy—“Yeeaahh! And the next day we made a bunch more, and I remember everybody saying, ‘Wow, that’s really good.’ And I said ‘O.K., fine, try it out.’ ”

How is that not play?

(via Panic in the Pastry Shop)