Well, Jobs had grown so rich, he wanted to retire. So he took me to his cabin and told me his secret. "I am not Steve Jobs," he said. "My name is Ryan. I inherited Apple from the previous Steve Jobs, just as you will inherit it from me. The man I inherited it from was not the real Steve Jobs, either. His name was Cummerbund. The real Jobs has been retired fifteen years and living like a king in Cupertino." Then he explained the name was the important thing for inspiring the necessary awe. You see, no one would buy anything from Bill Jobs.
Inconceivable!
... although, you know, "the Dread Pirate Steve" has a certain ring to it.