"Medium is the Message"

Although I thought I had been understanding the concept of "the Medium is the Message" throughout the class, after reading McLuhan's article I became more confused about what this phrase actually means. 

Even though I may not completely understand what the author was trying to say, I am intrigued by the quote "the content of any medium is always another medium". This boils down to the content being something non-verbal, such as a thought, which is another medium. So the only way I see the medium as being in the message is when we realize that within the medium there is another medium which allows us to figure out message. In this way it does not matter what that content actually is because it is only a vehicle to transport the message from its original medium to its final medium.

To visualize my idea I will use the idea that counting sheep will help you fall asleep as an analogy. 
The sheep are the medium. They are only used to carry the message of sleep rather than the actual content of sheep, which you know is like fur and bones and such. However the content of sheep is another medium, it  is the nonverbal thought of being distracted from thinking about not being able to fall asleep. And in this case, pondering about the sheep, perhaps causes the insomniac to think of what it feels like to pet it, then perhaps reminds them of a sweater their grandmother wore, then causes them to remember a certain song they always used to listen to while driving to their grandmothers house.. and so on until they fall asleep and the sheep successfully converted into the medium of distraction and message of sleep was successful delivered to the person.

So while we think about medium (the sheep) we realize it serves to distract us long enough so that the message could be delivered, and in that sense the medium has become the message. And a big part is that the medium may not carry the message in the same way for every person, and that some medium are more successful than others depending on the specific audience, which is also true about art. 

I guess no specific image goes along with my abstract analogy, so I search "the medium is the message" and found this site: http://www.openculture.com/2012/04/the_medium_is_the_message.html and quote from McLuhan: "I don't necessarily agree with everything I say", which I find interesting because I felt like while trying to prove the medium is the message in my analogy, I ended up disproving it at the same time. So basically, there can be more than one answer for everything, and more than one way to deliver a message,  which  McLuhan touches on in his quote "you don't like those ideas? I got others."