  Have our fundamental theories got time right? Does size really matter? Or is
physics all in the eyes of the beholder? In this essay, we question the origin
of time and scale by reevaluating the nature of measurement. We then argue for
a radical scenario, supported by a suggestive calculation, where the flow of
time is inseparable from the measurement process. Our scenario breaks the bond
of time and space and builds a new one: the marriage of time and scale.
