The article tells the story of how Steve Jobs dissed the author, Derek Sivers, in a keynote speech. Sivers, the founder of CD Baby, had met with Jobs to discuss getting CD Baby's music catalog into the iTunes Music Store. However, after Sivers posted his meeting notes online, Apple became unresponsive, and Jobs later made a comment in a keynote speech that seemed to criticize Sivers' business model. The incident ultimately resolved, but it left a lasting impression on Sivers.