Natural information measures for contextual probabilistic models

My greatest concern was what to call it. I thought of calling it an ‘information’, but the word was overly used, so I decided to call it an ‘uncertainty’. When I discussed it with John von Neumann, he had a better idea. Von Neumann told me, ‘You should call it entropy, for two reasons. In the first place your uncertainty function has been used in statistical mechanics under that name, so it already has a name. In the second place, and more important, nobody knows what entropy really is, so in a debate you will always have an advantage’.[1] (see also [2], page 35).