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I have read most of Paul Davies' books. He never disappoints, in his ability to stand on the leading edge, and push just a little further.
I agree that the idea is profound. I don't think it is strange, however. I made the conceptual leap in a paper for NECSI ICCS 2007:
"1.3.8 Consider some arbitrarily chosen future state space as the initial condition -- consider the present state as chaotic. We would find that this model is dual to the second law of thermodynamics -- energy flow toward disorder -- because what we perceive as movement toward a future state is exactly the same as the future state movement toward the present. We already know that we choose the present state only by convention; what would be the difference, though, if we reversed the convention?"
Time, Change and Self Organization
I found, in a complex system model, that positive feedback infomrs the future state; negative feedback, the present.
Tom