Here’s Bob: 

I met Nam June Paik in New York City in the middle of May, 1975. I told him I would be seeing Marshall McLuhan in Toronto in a couple of days.
He immediately handed me a copy of the May 5 NEW YORKER which featured a long profile of Paik, and asked me to give it to McLuhan as a gift.
When I gave it to McLuhan compliments of Paik, McLuhan said he would read it that evening.
The next day I asked him if he had read the article.
He replied he had.
Then after a pause, he said: “But it’s all just CONTENT.”