The truth will set you free....

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We each have our own mental model of the universe. Indeed according to one model of quantum physics, we are each contained in our own instance of a parallel universe, forming our own reality. Reality must be consistent, existent, and persistent. All that there is, is quanta and qualia. Both of these phenomena are measurements, the flow of information. Information, like heat, flows from the new (or unexpected) sources, toward the old (or the observer). This constitutes the "collapse of the wave function", the flow of sensations and experiences. There may well be, according to the many-worlds view of quantum physics, multiple instances of each of us, with exactly one (due to quantum entanglement of past memories) having the "focus". It is said that when one of them "dies", the "focus" or the awareness spontaneously passes to another of our instances in another parallel universe. This is called "quantum immortality". (See also the "Immortal Cat" picture).