Physiologically, man in the normal use of technology (or his variously extended body) is perpetually modified by it and in turn finds ever new ways of modifying his technology. Man becomes, as it were, the sex organs of the machine world, as the bee of the plant world, enabling it to fecundate and to evolve ever new forms. The machine world reciprocates man's love by expediting his wishes and desires, namely, in providing him with wealth.

Fysiologisk set modificeres mennesket til stadighed ved den normale brug af teknologi (eller diverse udvidelser af sig selv), og til gengæld finder det til stadighed på nye måder at modificere teknologien på. Mennesket bliver så at sige til maskinverdenens kønsorganer, som bien er det for planteverdenen. Det sætter maskinverdenen i stand til at avle og udvikle stadig nye former. Maskinverdenen gengælder menneskets kærlighed ved at befordre dets ønsker og begær, idet den skaffer menneskene velstand.

Marshall McLuhan, in "Understanding Media: The Extensions of Man" (1964)

Marshall McLuhan, i "Mennesket og medierne" (1967), original "Understanding Media: The Extensions of Man" (1964)