One new sidelight on “the medium is the 
message” is perhaps relevant. When a new service 
environment such as that of Gutenberg 
typography begins to come into play, all existing 
forms are processed through that new form. All 
inputs, old and new, thus acquire the same final 
form. The Gutenberg environment processed every 
type of human awareness and activity from 
Machiavelli to Ben Franklin. Every kind of 
knowledge becomes applied knowledge by this 
process. By the same token, when the satellites 
go around the planet, Nature is scrapped and the 
planet becomes an art form. Nature itself appears 
as a mess. Pollution becomes universal awareness