We've all seen this ad on CNN.com. My first reaction reading the question was "this is stupid, people at Ticklee your Brain should read again Benoît Mandelbrot"; then my second reaction was "well, if the four coastlines are measured with the same ruler, there is a greater value". Finally came the question "how does vary the owner of that greater value when the ruler's length varies?". Yes, don't tell me it's dependant on the fractal factor, I know. But the fractal factor is not constant at all on a given coastline. So if you compute the four coastlines with very small rulers, you could end up with quite surprising results...