“Eh, my friend is fond of explaining that when he came to this part of New York, the cops told him: if you’re ever in trouble, never shout “Help”, shout “Fire”. And he said, if you shout “Fire” all the windows will go up, you shout “Help” you’ll get nothing. Help is to involving, it demands too much for most people—they’re afraid. Fire is not involving, it’s a hot medium. You can throw a blanket, throw a bucket, and not be personally involved at all. And so, it’s an extreme example of this strange conflict between hot and cool.”

— Marshall McLuhan