Marshall Mcluhan devotes a whole chapter to this topic in his book Understanding Media: http://books.google.com/books?id=R2bqSaC5TlkC&printsec=frontcover&dq=und

Marshall Mcluhan devotes a whole chapter to this topic in his book Understanding Media: http://books.google.com/books?id=R2bqSaC5TlkC&printsec=frontcover&dq=understanding+media&ei=IZYtSvzmMJj2MLDsiJMH#PPA45,M1 http://books.google.com/books?id=R2bqSaC5TlkC&printsec=f... "Now the point of this myth is the fact that men at once become fascinated by any extensions of themselves in any material other than themselves" It's sad that this writer doesn't appear to have read it.