I'm glad someone else realized this too. The author didn't try to tailor the message to the medium and as a result his control is the medium that the message is

I'm glad someone else realized this too. The author didn't try to tailor the message to the medium and as a result his control is the medium that the message is best targeted towards. Not a great control if you ask me. I think tailoring the message to the medium is the main takeaway here rather than the conclusions the author drew.