Right? You said... No, no, bullshit. Let's write it all down and we can go check it. Let's not argue about what was said. We've got this thing called writing. And once we do that, that means we can make an argument out of a much larger body of evidence than you can ever do in an oral society. It starts killing off stories, because stories don't refer back that much. And so anyway, a key book for people who are wary of McLuhan, to understand this, or one of the key books is by Elizabeth Eisenstein. It's a mighty tome. It's a two volume tome, called the "Printing Press as an Agent of Change." And this is kind of the way to think about it as a kind of catalyst. Because it happened. The printing press did not make the Renaissance happen. The Renaissance was already starting to happen, but it was a huge accelerant for what had already started happening and what Kenneth Clark called Big Thaw.