Elements of measurement theory have recently been introduced into the software engineering discipline. It has been suggested that these elements should serve as the basis for developing, reasoning about, and applying measures. For example, it has been suggested that software complexity measures should be additive, that measures fall into a number of distinct types (i.e., levels of measurement: nominal, ordinal, interval, and ratio), that certain statistical techniques are not appropriate for certain types of measures (e.g., parametric statistics for less-than-interval measures), and that certain transformations are not permissible for certain types of measures (e.g., non-linear transformations for interval measures). In this paper we argue ...