of resonance there, but by the same token, he was 
kind of an outlaw, because he had been vilified by 
the academy. So when it came time to seize these 
new means of technology in order to try to create 
new kinds of enterprises—be it magazines like 
Wired  or our own shift , or be it other forms of 
enterprise (and here I’m thinking of somebody like 
Bill Gates who manages to take something from 
entertainment and games and turn it into a new 
kind of techno-empire)—in that context, I think we 
see another generational factor, and that is that 
McLuhan isn’t identified with some establishment, 
and his words seem to have a certain resonance, a 
certain kind of relevance. And I think that helps us