I like the following quote from this story:

“It’s not about the cost,” said Zarko Draganic, a former colleague of Mr. Rubin’s at Apple Inc. “It’s the classic Rubin thing: You do it for the sake of doing it and because it’s cool, and as a result there’s a childlike innocence about it.”

I find that my best work comes from scratching personal itches, and digging into things "just because".