If you start with McLuhan, as most people do, there are two ways to view the Web: as a vast meta-medium, or as a regular McLuhanesque medium, with nothing meta about it. For a long-time I adopted the meta-medium view (after all, the Web can play host to every other form: text, images, video and audio), but I am convinced now that the other view is equally legitimate, and perhaps more important. The Web is a regular medium whose language is the hyperlink.