Time matters means "issues about time": philosophers (Bergson and Husserl among the most appreciated) delved into our relation with past and future, thus with memory and semantics. That is one of my concerns in this paper, framing time in epistemology, developing ideas I approached from different perspectives in the last ten years. That remark implies time matters means also "time is important" for life: our cognitive perceptions are central in analyzing our relation with time (neuroscientists like Eagleman reckon it) and perceptions play a key role (even) in analyzing our scientific understanding of time. The cognitive relevance of experience is another concern of this paper, suggesting how theories rely on experience, as Rovelli noted, bounding perception of one-way direction of time to entropy, and bounding entropy to cognitive perceptions (a vicious circle). Last, but not least, time matters means "substance or mass defines time": Bergson stated a seminal idea on that topic, and physicists (from Minkowski to Feynman to Rovelli) keep delving into chronotope paradoxes, but paradoxes keep rising in theoretical physics. That is the third concern of this paper, for I (re)frame the one-way direction of time (just like Fantappié suggested to do) on the basis of the seminal idea of Bohm, for events could be thought of as portions of a complex unified field-a lattice, in simplified geometric terms, for the sake of representation.