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Using a very simple Gedankenexperiment, I remind the reader that (contrary towhat happens in classical mechanics) the energy of a quantum system isinevitably increased just by performing (some) textbook measurements on it. Asa direct conclusion, this means that some measurements require the expenditureof a finite amount of energy to be carried out. I also argue that this makes itvery difficult to regard measurements as disembodied, immaterial, informationaloperations, and it forces us to look at them as physical processes just likeany other one.

Heating the coffee by looking at it. Or why quantum measurements are physical processes