Or maybe that’s what it’s all about: this religion’s substance is its lack of substance. In McLuhanesque terms, the medium is the message. Some people might find that cool.”“McLuhanesque?”“Hey, look, even I read a book now and then,” Ayumi protested. “McLuhan was ahead of his time. He was so popular for a while that people tend not to take him seriously, but what he had to say was right.”“In other words, the package itself is the contents. Is that it?”“Exactly. The characteristics of the package determine the nature of the contents, not the other way around.