I'm surprised I didn't notice this thread when you first posted it. Have you read Marshall Mcluhan or is the thread title just a coincidence?

I think the message is the same, it's the medium that has changed. The internet, being neither a hot or cool medium, (text being hot and tv being cool) is drastically different than any other type of media, since it combines so many mediums at the same time. When we're browsing around the internet, it uses all of our senses, or at least it should.

On a car website, keeping a good balance between good/useful information is very important. You wouldn't want someone to come to the site, and immediately be disinterested because of too much information, or in that respect, not enough. At the same time you want a customer to be interested enough to want to come look at the car in person. Exciting those senses via media in a presentable manner is key. One picture of a car doesn't cut it anymore.

Think of this quote carefully for a moment: "Once we have surrendered our senses and nervous systems to the private manipulation of those who would try to benefit by taking a lease on our eyes and ears and nerves, we don't really have any rights left."