Poldrack agreed. “I don’t think any of us would want to tell people: Don’t use the word ‘memory’ anymore,” he said. But to understand the brain, we might need to challenge our intuitions about how it works — “in the same way that quantum mechanics is challenging to comport with our understanding of physical phenomena in the world.”
I suspect the answer is in the bold text. I think our brains have more in common with quantum mechanics than they realize.