Reciprocity is the basis of each relationship as long as the values to be exchanged are left open to interpretation. Measurement is enforced only when relationships break up. Just think of divorce proceedings. Accordingly, measurement cannot only devalue the goods measured, but also a relationship.
Arjo Klamer (1996). The Value of Culture: On the Relationship Between Economics and Arts, p. 24; cited in: Sławomir Magala (2005), Cross-cultural Competence.