Determining the asymptotic algebraic complexity of matrix multiplication, succinctly represented by the matrix multiplication exponent omega, is a central problem in algebraic complexity theory. The best upper bounds on omega, leading to the state-of-the-art omega <= 2.37.., have been obtained via the laser method of Strassen and its generalization by Coppersmith and Winograd. Recent barrier results show limitations for these and related approaches to improve the upper bound on omega. We introduce a new and more general barrier, providing stronger limitations than in previous work. Concretely, we introduce the notion of "irreversibility" of a tensor and we prove (in some precise sense) that any approach that uses an irreversible tensor in a...