  The theoretical measuring of information was famously initiated by Shannon in
his mathematical theory of communication, in which he proposed a now widely
used quantity, the entropy, measured in bits. Yet, in the same paper, Shannon
also chose to measure the information in continuous systems in nats, which
differ from bits by the use of the natural rather than the binary logarithm.
  We point out that there is nothing natural about the choice of logarithm
basis, rather it is arbitrary. We remedy this problematic state of affairs by
proposing a genuinely natural measure of information, which we dub gnats. We
show that gnats have many advantages in information theory, and propose to
adopt the underlying methodology throughout science, arts and everyday life.
