Theories involving highly energetic spin fluctuations are among the leading contenders for explaining high-temperature superconductivity in the cuprates 1 . These theories could be tested by inelastic neutron scattering (INS), as a change in the magnetic scattering intensity that marks the entry into the superconducting state provides a precise quantitative measure of the spin-interaction energy involved in the superconductivity 2-11 . However, the absolute intensities of spin fluctuations measured in neutron scattering experiments vary widely, and are usually much smaller than expected from fundamental sum rules, resulting in 'missing' INS intensity 2-5,12,13 . Here, we solve this problem by studying magnetic excitations in the one-dimensional related compound, Sr 2 CuO 3 , for which an exact theory of the dynamical spin response has recently been developed. In this case, the missing INS intensity can be unambiguously identified and associated with the strongly covalent nature of magnetic orbitals. We find that whereas the energies of spin excitations in Sr 2 CuO 3 are well described by the nearestneighbour spin-1/2 Heisenberg Hamiltonian, the corresponding magnetic INS intensities are modified markedly by the strong 2p-3d hybridization of Cu and O states. Hence, the ionic picture of magnetism, where spins reside on the atomic-like 3d orbitals of Cu 2+ ions, fails markedly in the cuprates.Over the past 20 years, the magnetic properties of cuprates have been studied extensively by theorists and experimentalists alike. These systems are usually described within the antiferromagnetic Mott insulator model, in which the unpaired electrons are localized on the Cu 2+ ions because of the overwhelming cost in the on-site Coulomb interaction energy, U , associated with the charge transfer between the Cu sites, a strong correlation phenomenon. Virtual electron hopping, which in the one-band Hubbard model of a Mott insulator often adopted for cuprates 14 is quantified by the transition matrix element, t , results in antiferromagnetic exchange. For t U , electronic spins form the only low-energy electronic degrees of freedom. Their properties are well approximated by the spin-1/2 Heisenberg Hamiltonian on the lattice 15 , H = J i(nn)j S i S j , with the nearest-neighbour exchange coupling J ≈ 4t 2 /U . This description conveniently splits the problem of electronic magnetism in the Mott insulator into two parts 15 . The first deals with the electron transfer between the neighbouring sites of the crystal lattice, which is determined by the overlap integral (∼t ) of the wavefunctions occupied by the unpaired electrons, and leads to the Hubbard model, or the Heisenberg spin Hamiltonian. The second concerns the form of the electronic Wannier wavefunctions, that is, the shape of the spin magnetization cloud associated with 1 ISIS Facility, Rutherford Appleton Laboratory, Chilton, Didcot OX11 0QX, UK, 2 Department of Physics, University College London, Gower Street, London WC1E 6BT, UK, 3 London Centre for Nanotechnology, 17-19 Go...