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This paper presents an analysis of a hitherto barely known conceptual problem in the foundations of arithmetic. An unknown type of number, so-called complex numbers, first emerged in 18th century France and became connected with the claim of non-commutativity of their multiplication. These first French practitioners are here analysed, along with examination of the impact of the introduction of the metric decimal system. International dissemination of the notion is then analysed, in particular in the case of Brazil. The paper concludes by looking at the mathematical foundations of multiplying (physical) quantities. [ABSTRACT FROM AUTHOR]