The toothpaste isn't going back into the tube. What is really going on is a profound shift in consciousness induced by the pervasiveness and instantaneous nature of electronic communication. Most people naively thought more information would lead to less deception and falsehood and more universally shared values. It has, perversely, had an almost opposite effect. Marshall McLuhan was one of the few people who foresaw the tribalization that would be brought on by the electronic media and the destructive effect on traditional institutions.