Given an ontological model of a quantum system, a “genuine measurement,” as opposed to a quantum measurement, means an experiment that determines the value of a beable, i.e., of a variable that, according to the model, has an actual value in nature before the experiment. We prove a theorem showing that in every ontological model, it is impossible to measure all beables. Put differently, there is no experiment that would reliably determine the ontic state. This result shows that the positivistic (...) idea that a physical theory should only involve observable quantities is too optimistic. (shrink)