An interpretation of quantum mechanics that rejects hidden variables has to say something about the way measurement can be understood as a transformation on states of individual systems, and that leads to the core of the interpretive problems posed by Luders' projection rule: What, if any, is its physical content? In this paper I explore one suggestion which is implicit in usual interpretations of the rule and show that this view does not stand on solid ground. In the process, important (...) aspects of the role played by the projection postulate in the conceptual structure of quantum mechanics will be clarified. It will be shown in particular that serious objections can be raised against the (often implicit) view that identifies the physical relation of compatibility preserved by Luders' rule with the relation of simultaneous measurability. (shrink)