I was asked to do TV ads for Macintosh. Nowadays, I think anybody would jump at that but, at the time, it didn't feel appropriate for what I was trying to stand for.

As far as the mechanics of how the music was made, there's no denying: Endtroducing was extremely simple. That's not to denigrate it - that doesn't mean I'm knocking it or I'm saying my new stuff is better, or anything like that: it just means, I literally had, what, 12.5 seconds of stereo sampling at my disposal, and some turntable overdubs... The nature of the beast back then was probably about 50% looping and 50% chopping, and that was what you could do with samples.

If I have a chance to positively impact how the populace views DJs, then I'm going to try to do my part to nudge things in the right direction.

My core values are still the same about music, and my work ethic, and what I want to represent to people.

I got asked to remix a lot of movie themes, like Mission Impossible, which other people ended up doing quite well. But it was just never my thing.

I would agree with you that there's 90% imitation and 10% innovation. That's true of any genre.

I always like to remain a fan, put it that way: and I like to hold the idealised version of what these artists are like. Greed is one of those components of human nature that's inherent in everyone, and sometimes it is an unpleasant thing to engage in.