Seagate CEO Bill Watkins said it as he saw it in an interview published in Fortune magazine. What follows is a straight extract of quotes. Enjoy them:-

"Let's face it, we're not changing the world. We're building a product that helps people buy more crap - and watch porn."

"The biggest issues in our business are security, DRM (How can we unlock the content?), form factor and power. How can we make a low-power solution? These are the problems."

"We'll have a terabyte drive out by the summer. It'll probably be about $700, but you know how it works. People will be able to get it for less."

"The 90s were all about the enterprise, and that's why Dell did so well. Now, it's all about the consumer, and that's why Dell is having problems. They don't understand the consumer. They want a competitor to the iPod and what do they do? They go with Creative."

"Apple figured out a long time ago that this business is about the consumer, and the world finally caught up to them. Most companies have a technology and go looking for a problem to solve. Steve Jobs looked at what was happening - people were loading music onto their computers and wanted to take it with them - and he built a product to solve that problem."

"Let me tell you a great story. I had these guys go into Scientific Atlanta trying to sell one of our drives for their boxes. Scientific Atlanta said 'They run too hot. We don't need that capacity and it needs to be cooler.' But our guys kept pushing our new product and talking about fans to cool them, so we lost the business. They didn't understand that with cable boxes, people don't want fans, because they don't want to hear that in their bedroom. And speed doesn't matter. So, eventually, I went in and won the business back, but it taught me a lesson. I need to teach my people how to talk to the customer better - and to listen."

On Blue-Ray and HD-DVD: "Let them fight it out. They can have it. As far as I'm concerned, it's really a battle of electronic storage versus hardware."

"People worry that newspapers are going out of business. So what? It's the content that's important. No one gives a s**t about the delivery mechanism. Think about mail. You had the pony express, truck delivery, airmail, email. You don't care how it gets to you. I read more now than I ever did, but I get it off my PC. I don't need to go down to the end of the driveway and pick up the newspaper. It's the content that's most important."

On Sarbanes Oxley: "CEOs who whine about Sarbanes Oxley don't belong in their jobs. Come on guys, get over it."

On merger's and acquistions: "(Silicon Valley is no longer) about building a company and a culture. It's about making money for the top guys. If you look back to Intel and Fairchild, they set out to build a company that would become massively large. Google was another good example. They waited a long time. They wanted to build a big company. People don't think like that now." That includes, Watkins continues, YouTube. "YouTube is like eBay. The founders didn't know what they were doing. The consumers just took hold of it."

On the HP pretexting scandal; did anyone care about it other than the media? "Wall Street certainly didn't. I saw it and thought, it's good to know there's a board of directors more dysfunctional than mine."

The secret to managing a board of directors: "You never ask board members what they think. You tell them what you're going to do."