Observing that "our enthusiasm for the internet is returning," Grant McCracken offers a three (or four) part model describing the impact of the internet. "The Internet is a reformation machine. It will create new fundamentals of and for our world. It change the units of analysis and the relationships between them. This reformation model says, in other words, that the coming changes will deeply cultural... and not merely social (model 2) and economic (model 1)."