Apple, of course, wants to sell computers. Yet its ad touches an ideal that runs very deep in our history. For the technology that they (and of course others) sell could enable this generation to do with our culture what generations have done from the very beginning of human society: to take what is our culture; to “rip” it—meaning to copy it; to “mix” it—meaning to reform it however the user wants; and finally, and most important, to “burn” it—to publish it in a way that others can see and hear.9 Digital technology could enable an extraordinary range of ordinary people to become part of a creative process. To move from the life of a “consumer” (just think about what that word means—passive, couch potato, fed) of music—and not just music, but film, and art, and commerce—to a life where one can individually and collectively participate in making something new.