And the same goes for the alphabet and the brain. 
I went through the physiology because it, that was 
something solid to rest any theory, any 
observation on. Once I had done, it was like 
Picasso’s Blue Period, you know. I learned to paint 
and I could go on and do what I wanted with 
painting. But until then, until I had done this, I 
would not have been satisfied myself to simply talk 
McLuhanism. And sort of get away with it. That is 
intellectually dishonest, and I wouldn’t do that. But 
I thought it was a proper way of using my own 
resources to continue McLuhan’s work and to do 
this.