But in recent years, the explosion of new media – particularly the Web – has caused new anxieties. By 1980, the transformation of human life catalyzed by television was taken for granted, and it no longer seemed interesting to ask where the electronic media were taking us. By the time of his death, he had been dismissed by respectable academicians, and he was known in the popular press as an eccentric intellectual whose day in the media spotlight had come and gone. Marshall McLuhan was born in 1911 and died in 1980. This prediction has yet to come true, but if body odor has not yet made a comeback, its prophet surely has. When electronic technology turned the world into a global village, tribal odors would make a comeback, too. In the aural and tactile environment of preliterate man, McLuhan explained, BO had been a valuable means of communication. The unique advantage of McLuhan's formula, for which he registered the trademark Prohtex, was that it removed the urine odor without masking other, more interesting smells – that of perspiration, for instance. With chemist Ross Hall, his nephew, McLuhan patented a formula for the removal of urine odor from underpants.
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