Law360, New York ( August 11, 2016, 10:30 AM EDT) -- Nearly a generation ago, philosopher Marshall McLuhan observed "that it is sometimes a bit of a shock to be reminded that, in operational and practical fact, the medium is the message."[1] By this, he meant no more than "to say that the personal and social consequences of any medium — that is, of any extension of ourselves — result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology." So just as the railroad changed the way that humans lived in the 19th century (independent of the freight carried in any particular car), so the internet has changed the way humans live today (without regard to the content of any particular page view)....