to use them at all, serve these objects, these extensions of 
ourselves, as gods or minor religions. An Indian is the 
servomechanism of his canoe, as the cowboy of his horse or 
the executive of his clock.

     Physiologically, man in the normal use of technology (or 
his variously extended body) is perpetually modified by it and in 
turn finds ever new ways of modifying his technology. Man 
becomes, as it were, the sex organs of the machine world, as 
the bee of the plant world, enabling it to fecundate and to 
evolve ever new forms. The machine world reciprocates man’s 
love by expediting his wishes and desires, namely, in providing 
him with wealth. One of the merits of motivation research has 
been the revelation of man’s sex relation to the motorcar.

     Socially, it is the accumulation of group pressures and