“… 13 This slightly counter-intuitive result makes sense when it is realised that “information” comes in two forms, (i) potential information (or information capacity), which is simply the number of digits present when information is expressed in the form of a binary string (ignoring any possible meaning), and (ii) contextual information, whereby sequences within such a string acquire meaning through the application of an external context. 14 For example, the string of letters that comprise the title of this paper is, if not completely random, at least completely arbitrary – it only conveys information because short sequences within the string such as “fractal”, “spectrum”, and “intercalation” have previously been assigned meaning in the context of the English language. Indeed the letter-sequence “fractal” was given meaning only a few decades ago, by Mandelbrot; 15 a good example of how a specific but meaningless sequence can become information through the application of context.…”