Numbers instill a feeling for the lie of the land, and furnish grist for the mathematical mill that is the physicist's principal tool.

We don't know what energy is, any more than we know what information is, but as a now robust scientific concept we can describe it in precise mathematical terms, and as a commodity we can measure, market, regulate and tax it.

If the intensity of the material world is plotted along the horizontal axis, and the response of the human mind is on the vertical, the relation between the two is represented by the logarithmic curve. Could this rule provide a clue to the relationship between the objective measure of information, and our subjective perception of it?

To put it one way, a collection of Shakespeare's plays is richer than a phone book that uses the same number of letters; to put it another, the essence of information lies in the relationships among bits, not their sheer number.

If you don't understand something, break it apart; reduce it to its components. Since they are simpler than the whole,you have a much better chance of understanding them; and when you have succeeded in doing that, put the whole thing back together again.

Paradox is the sharpest scalpel in the satchel of science. Nothing concentrates the mind as effectively, regardless of whether it pits two competing theories against each other, or theory against observation, or a compelling mathematical deduction against ordinary common sense.

As every bookie knows instinctively, a number such as reliability - a qualitative rather than a quantitative measure - is needed to make the valuation of information practically useful.