The ice water quote is quite famous.
In the context you can clearly see it is in jest and good humour, but at the time was blown out of all proportion as an example of smug, arrogant Apple and smug, Arrogant Steve. Or, if you look at the YouTube comments, even further than that
Just like a lot of Steve Balmer's comments on Apple. They are meant in jest and good spirit and always tempered a more serious statement like Apple makes good products, Apple has a lot to offer etc.
Guess which bits get reported though.