Jimmy Page:

"...Because of the amplification and the tactile quality of it, you can hear the very, sort of, characteristics of each player. People have just tried to stretch the [bad word] up with new techniques. There's always something new that other people are bringing to the table that is to be reckoned is very seriously.
Dynamics, light and shade, whisper to the thunder, sort of invite you in, sort of intoxicating. 
Well, the thing that fascinates me about it, and always has about the six strings, no one has ever approached...They all play in a different way and, you know, their [bad word] through. "