I feel guilty now. I was watching the keynote while IMing with a friend of mine, and I kept using the phrase "kick ass" when describing all the new stuff. heh.
I felt the same way... I first noticed it in the G5 video, the last guy that spoke, sorry don't know his name off the top of my head, said "kick-ass". It seemed very contrived. Then I noticed that Steve Jobs was saying quite often.