To revise the determination of obscenity, the Court introduced a new concept of variable obscenity that "consideration of the setting in which the publications were presented" should be included as an aid to determining the question of obscenity. "Where the purveyor's sole emphasis is on the sexually provocative aspects of his publications, that fact may be decisive in the determination of obscenity" In short, The Court decided that even non-obscene materials can support an obscenity conviction if the motives of sellers contain obscenity and therefore mailing advertisements for obscene material would be considered illegal, even though the material actually sent in response to orders resulting from the advertisement was not obscene itself.