"If programming isn’t about writing code, then carpentry isn’t about cutting wood — it’s about “manifesting structural solutions.” And chefs? They’re not cooking; they’re “nurturing human sustenance.”
I suppose the problem is that he's viewing media and communication tools as strictly utilitarian. It's the first time I see "One on One Coaching" bundled as media like movies, books, and television. That seems odd, but of course he's coming from the point of view of a marketer looking for the benefits and usefulness of things. I mean, he put a PDF in higher "quality", or "higher bandwidth", than Art.