"The generation of atmosphere, the aura of the uncanny, is one of the most important secrets of magic. It contributes to the willing suspension of disbelief, the feeling that, within the circle, or in the presence of the magical shrine, anything may happen."

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Once we have surrendered our senses and nervous systems to the private manipulation of those who would try to benefit from taking a lease on our eyes and ears and nerves, we don't really have any rights left. Leasing our eyes and ears and nerves to commercial interests is like handing over the common speech to a private corporation, or like giving the earth's atmosphere to a company as a monopoly.

— Marshall McLuhan