If you’ve ever taken a communications or journalism 101 course, you’ve heard the famous adage of late Canadian media theorist Marshall McLuhan: the medium is the message. This adage certainly held true during this week’s social media conversation between billionaire X owner Elon Musk and U.S. presidential candidate Donald Trump. To put it bluntly, their conversation was drab — boring, even. And yet it was fascinating, too: the medium offered more of a message than the two men could have ever hoped to.