The bullwhip effect as a concept has been known for almost half a century starting with the Forrester effect. The bullwhip effect is observed in many supply chains, and it is generally accepted as a potential malice. Despite of this fact, the bullwhip effect still seems to be first and foremost a conceptual phenomenon. This paper intends primarily to investigate why this might be so and thereby investigate the various aspects, possibilities and obstacles that must be taken into account, when considering the potential practical use and measure of the bullwhip effect in order to actually get the supply chain under control. This paper will put special emphasis on the unavoidable small-sample uncertainty aspects relating to the measurement or estimation of the bullwhip effect.