What kubo made clear in the manga, was that when ichigo was asked to think about his pride, he DID NOT focus on himself as a shinigami or even fighting. What immediately ran through his mind were images of his friends. It’s just like when byuakuya referred to rukia as his pride. Ichigo’s pride is his friends, not his power. The power was just a means to protect his pride, and so if he succeeded in protecting his pride with that power, he’d feel proud in himself too.
By messing up the memory scene, they are messing up the concept of fullbring. Its the pride in another person/given by another person that activates it (for chad it was abuelo, for orhime it was tatsuki, for ichigo it was meant to be rukia).
- eljay