It would be terribly reductive--even if partially true--to characterize such enthralments in terms of an opposition between 'them' (the media, journalist,s the powerful, rulers, elites, the establishment) and 'us' (the poor little ignorant people, shamefully manipulated by Machiavellian politicians, big bosses of multinational firms, spin doctors and storytellers). Media enthralments result from an echosystem in which we are all implicated [...] Even if we are led to find its deplorable and degrading effects deeply repulsive, this echosystem can only be conjugated in the first-person plural: whether we like it or not it constitutes 'our' environment, 'our milieu' [...]--we are what and who we are because we live in the 'middle' of it. We don't merely live in it: to a large extent, 'we' are it. And just like our atmosphere or climate, however unbreathable or overheated they may be, our media echosystem--with all its nuances, standardized sectors and no-go zones--is necessarily communal. Here as well, there is no plan(et) B.