When I say the medium is the message, I’m saying that the motorcar is not a medium. The medium is the highway, the factories, and the oil companies. In other words, the medium of the car is the effects of the car. When you pull the effects away, the meaning of the car is gone. The car has lost its place in the heart of the people. That doesn't mean it's going to disappear overnight. Not at all. All it means is the effects of the car are disappearing. And privacy and service environment are part of the effects