he’s not a technological determinist, he’s trying to 
make us aware of technology and its powers. But 
he is not saying a) that this is inevitable, in fact 
one of his favorite lines was, nothing is inevitable 
so long as we’re prepared to pay attention. He was 
talking about cultural transformation on a large 
scale, but he wasn’t talking about the media simply 
doing it for us. So I leap back to that defense of 
McLuhan in a way simply because I think many of 
his critics, even when they did have good points 
and can see holes in his work, they went too far 
and attempted on very limited basis to eliminate 
his thinking.