So there is but fire In you, in me?

I was reading Jung this morning and it came to me that Freud has became the father of advertising and social media, whilst Jung has the honour of being, in my view anyway, the first psychonaut.  [LINK] Psychonautics is - a term diversely applied to cover all activities in which altered states are systematically utilized to investigate, augment, or enhance the human condition. These activities include the ritual and ceremonial practices of traditional shamanism, various forms of meditation, trance, yoga, lucid dreaming, sensory deprivation, and the controlled use of hallucinogenic or entheogenic substances.  A person who endeavors to explore altered states for such purposes may be called a psychonaut. Jung's Red Book is a distillation of his Black Books, and he wrote those black books after the catastrophic end of his friendship with his mentor and teacher, Herr Freud.  . Jung had challenged Freud, because in Jung's view; and clearly this is seen in Freud's writing, Freud p