Measurement vs Statistics

Bad Science has an interesting article about issues of measurement, before you even get to issues of analysis. Here's the first paragraph:

"There's this vague idea - which has been going around for the past few centuries - that statistics is quite difficult. But in reality the maths is often the least of your problems: the tricky bit comes way before the number crunching, when you are deciding what to measure, how to measure it, and what those measurements mean."