No obituário de Tom Wolfe para a WIRED, Greg Williams lembra o texto que o escritor norte-americano escreveu sobre Marshall McLuhan para o New York Herald Tribune em 1965. Exuberante e cheio de balanço:
Gentlemen, the General Electric Company makes a considerable portion of its profits from electric light bulbs, but it is not yet discovered that it is not in the light bulb business but in the business of moving information. Quite as much as A. T.&T. Yes. Of-course-I-am-willing-to-be-patient. He pulls his chin down into his neck and looks up out of his ion’ Scotch-lairdly face. Yes. The electric light is pure information. It is a medium without a message as it were. Yes. Light is a self-contained communications system in which the medium is the message. Just think that over for a moment – I-am-willing-to-be – When IBM discovered that it was not in the business of making office equipment or business machines –
– but that it was in the business
then it began
Swell! But where did this guy come from? What is this – cryptic, Delphian saying: The electric light is pure information.
Delphic! The medium is the message. We are moving out of the age of the visual into the age of the aural and tactile…