I think entanglement swapping shows the difference between measurement and observation. A measurement isn't as important as observation at least to subatomic particles. Here's some key points http://arstechnica.com/science/2012...cts-results-of-measurements-taken-beforehand/ Two things immediately jump out. 1. How do the particles know that Alice and Bob haven't made a choice to observe or share information? 2. Why do the particles correlate themselves with Victor's choice even after the fact? The key point is Alice and Bob haven't made a choice to observe which measurement has occurred so the particles correlate themselves with Victor's observation. Why doesn't measurement occur independent of Victor's choice? I think conscious knowledge of the system is important on a fundamental level and we also see this in the delayed choice quantum eraser experiment. A particle in that experiment at D0 behaves like a particle or an interference pattern based on whether information about it's entangled pair can be known or not after the particle has already hit D0. Why does observation matter to subatomic particles? When you look at entanglement swapping the particles are like Schrodinger's cat until Victor makes a choice even after Alice and Bob's particles have been measured. If Alice and Bob don't observe and share information about what measurement has occurred the particles going to Alice and Bob correlate themselves with Victor's observation. Without a conscious observer knowing which state the particle will be in how could our universe exist? In other words, our universe formed because on a subatomic level they knew we would be here to observe there states like Victor.