A scale is measuring its weight.

VOA: special.2009.06.16

The report isn't measuring the scale of the additional divestment in branch numbers, but in its impact on competition.

BBC: Banking on the future

Greenpeace says small-scale fishing vessels measuring 12m (40ft) or less make up about 80% of the European fishing sector and usually cause less environmental harm.

BBC: Euro MPs back large-scale fishing reform to save stocks

And so by comparing material-size to people-size, are we measuring primary material consumption on the right scale?

BBC: Go Figure: Why does every person need 200kg of steel a year?