Integrated Information Theory (IIT) is an audacious attempt to pin down the abstract, phenomenological experiences of consciousness into a rigorous, mathematical framework. We show that IIT's stance in regards to neuronal noise is inconsistent with experimental data demonstrating that neuronal noise in the brain plays a critical role in learning, visual recognition, and even categorical representation. IIT predicts that entropy due to noise will reduce the information integration of a physical system, which is inconsistent with experimental data demonstrating that decision-related noise is a necessary condition for learning and visual recognition tasks. IIT must therefore be reformulated to accommodate experimental evidence showing both the successes and failures of noise.