Gates argues that new methods of communication do more than make existing exchanges faster or easier: they can alter how people behave. When communication becomes cheaper, quicker or more widely available, individuals and organisations may change how they share information, make decisions and coordinate with others. His examples include political and business activity, but the point is deliberately broader.

The quote reflects the relationship between communication technology and social change. New media can influence how political campaigns reach voters, how companies interact with customers and employees, and how communities organise themselves. The effects are not presented as inherently positive or negative; rather, Gates suggests that changes in communication tend to produce corresponding changes in behaviour. The observation can therefore be applied when considering the social consequences of technologies such as the internet, mobile messaging or social media, where new forms of interaction can reshape established habits, institutions and expectations.