Repeated measure versus true replication

It was my pleasure yesterday to teach design of experiments (DOE) at the Ohio State University's Fisher College of Business for their Web-Leveraged Six Sigma Black Belt program. It turned out that one of the participants, Dennis Dubose -- a statistician with Sumco USA, teaches DOE also, so we compared notes. He shared a nice explanation of the difference between simply repeating measures versus performing a true replication of the system setup for purposes of estimating error. Imagine you flip a coin and it comes up heads. You ask a colleague to look at it and call out the result. Then another colleague is asked to observe the coin and state which side came up. This is a repeated measure. A true replication is accomplished only by re-flipping the coin.