TOILET PAPER EXEC: Alright eggheads, we're down to one-half-ply, but the shareholders demand thinner paper. Whaddya got?
R&D GUY: My ply is so thin, it can't be seen with the naked eye. Our customers have to buy these special microscopes to use it.
R&D GAL: My "quantum ply" is purely theoretical, and cannot be directly observed.