"I never once made a discovery ... I speak without exaggeration that I have constructed three thousand different theories in connection with the electric light ... Yet in only two cases did my experiments prove the truth of my theory."

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The user of the electric light - or a hammer, or a language, or a book - is the content. As such, there is a total metamorphosis of the user by the interface. It is the metamorphosis that I consider the message.

— Marshall McLuhan