It is not that we have any right to expect that Coupland or Gibson should become champions of a new rhetoric which post-structuralist critical theory proposes and the Web, potentially, disposes. The hypertext you are reading now simply calls into question their apparent suspicions, and wonders, Why aren’t they more open-minded? Especially when, as is manifestly the case with Coupland, they may have a practical sensitivity to the potential rhetoric of graphic design, advertising, film, televisual culture, and even, dare we ­ practioners, some of us ­ hope, non-linear poetics?