The semiotic turn, the interpretative turn, the cultural turn: it seems that at every turn lately every thing—even materiality—is turned into a matter of language or some other form of cultural representation. The ubiquitous puns on matter do not, alas, mark a rethinking of the key concepts (materiality and signification) and the relationship between them. Rather, it seems to be symptomatic of the extent to which matters of fact (so to speak) have been replaced with matters of signification . Language matters. Discourse matters. Culture matters. There is an important sense in which the only thing that does not seem to matter anymore is matter.