Measurement is really a verb.
  "I measure this"
  "They measured that".
  A measurement has to be taken BY somebody and has to be
  interpreted BY somebody. I read the synopsis at the bottom.
  My short take from the synopsis [which seems to want to lead me
  down a garden path towards a singular minotaur at the center - a
  trip I don't want to go on], is a version of "the universe is
  mathematical" or some such thing, forgetting that humans are the
  creators, interpreters and users of mathematics, which is a
  *very effective* system, but is a MODEL of reality that still
  _isn't_ reality. My version of physicalism *does* take into
  account, however, yet unused ways of mapping reality. We might
  not find physical analogues to certain things, _ever_.

  For example, lies. Lies may be mapped out on a
  3D+Time+warped-space Grid that overlays with reality. They can
  be considered physical as they happen within physical systems,
  have physical effects on people and situations, and can be
  mapped out effectively on a grid of reality that happens in an
  alternative universe, let's say.

  All still physical. All still real. All still measurable. All
  still modelable. But the models are never the reality just the
  same, even though they are a PART OF reality.