heterogeneities and noncompetitive discontinuities of medieval 
guilds and family organization had become a great nuisance as 
speed-up of information by print called for more fragmentation 
and uniformity of function. The Benvenuto Cellinis, the 
goldsmith-cum-painter-cum-sculptor-cum-writer-cum-
condottiere, became obsolete.

     Once a new technology comes into a social milieu it 
cannot cease to permeate that milieu until every institution is 
saturated. Typography has permeated every phase of the arts 
and sciences in the past five hundred years. It would be easy to 
document the processes by which the principles of continuity, 
uniformity, and repeatability have become the basis of calculus 
and of marketing, as of industrial production, entertainment, 
and science. It will be enough to point out that repeatability 
conferred on the printed book the strangely novel character of