The meaning of experience is typically one generation behind the experience. The content of new situations, both private and corporate, is typically … - Marshall McLuhan

Only puny secrets need protection. Big secrets are protected by public incredulity. You can actually dissipate a situation by giving it maximal coverage. As to alarming people, that's done by rumours, not by coverage. (p. 92)

In tetrad form, the artefact is seen to be not netural or passive, but an active logos or utterance of the human mind or body that transforms the user and his ground.

"Oddly enough, it is a consumer-oriented culture that is concerned about authors and labels of authenticity. Manuscript culture was producer-ori-ented, almost entirely a do-it-yourself culture, and naturally looked to the relevance and usability of items rather than their sources. Not only was private authorship in the later print meanings unknown, but there was no reading public in our sense, either. This is a matter that has usually been confused with ideas about "the extent of literacy." But even if literacy were universal, under manuscript conditions an author would still have no public. An advanced scientist today has no public. He has a few friends and colleagues with whom he talks about his work. What we need to have in mind is that the manuscript book was slow to read and slow to move or be circulated."