Let me give you several other quick ones that can 
be fairly easily dismissed. One was that McLuhan 
was called an “enemy of the book.” Well this was 
the craziest thing, because McLuhan was far from 
an enemy of the book. His point was that print was 
obsolescent, not that it would disappear. Print 
wasn’t disappearing. He was well aware that there 
were probably more words written in his day than 
there had been before. The point was, in his theory 
of cultural transformation, that the word was 
transformed—that print was transformed. That in 
the kind of media ecology, print found its niche in 
relation to electronic media, as with newspapers 
now. Again, we see a relevance of this kind of