The American standard system of measurement is a unique and odd thing to behold, with its esoteric, inconsistent standards: 12 inches in a foot, three feet in a yard, 16 ounces in a pound, 100 pennies to the dollar. For something as elemental as counting and estimating the world around us, it seems like a confusing tool to use. So how did we end up with it? Most of the rest of the world is on the metric system, and for a time in the 1970s America appeared ready to make the switch. Yet it never happened, and the reasons for that get to the root of who we think we are, just as the measurements are woven into the ways we think.