He didn’t mind talking abut it, but he didn’t want 
to use it. I think that I had—that I am just the same 
about technology as I was about that alphabet 
and the brain. 

For me hands-on experimentation is key. Of course, 
McLuhan was one of the most honest intellectuals 
I’ve ever met. It’s just that my way of looking at 
things is that I have to have some proof. This is my 
Belgian upbringing, you know. We are very much 
our feet on the ground in some funny way. I have 
to have a sense that what I am talking about is 
experimented on right here. And that we can have 
proof for it.