Coupland's conversational tone is fluid as ever, and entertaining in his trademark ADHD fashion. Like [b:Microserfs|2748|Microserfs|Douglas Coupland|https://d.gr-assets.com/books/1389626938s/2748.jpg|851428] and [b:JPod|221059|JPod|Douglas Coupland|https://d.gr-assets.com/books/1316729451s/221059.jpg|820439], this book is a physical work of art. Pages are adorned with language experiments in consonants, vowels and anagrams. He pastes in quotes and AbeBooks book reviews of McLuhan's works. I think he goes a bit far including excerpts from his own writing, revealing his inherent narcissism. The book is a fun and short read, but not all that enlightening of its subject as far as biographies (are supposed to) go. I can't imagine Coupland going any further than Wikipedia to do his research. This book is more about Coupland than McLuhan. I admit, my rudimentary understanding of McLuhan's history might mean I am missing some clever jokes and insights, but I doubt it.