A "measure" and a "unit of measurement" are not the same thing. Break out that oxford again. Nobody said "RMS" wasn't a measure of something. We said it is not a "unit of measurement". "Dollar" is a unit of measurement. "Volt" is a unit of measurement. "Foot" is a unit of measurement. RMS is a method of averaging typically used in physics, statistics and engineering. It is not a unit of measurement.
dB is also not a unit of measurement. it is a logarithmic expression of a ratio of two numbers and is unit less. dBV (dB relative to one volt), dBmW (dB relative to one milliwatt), etc. are units of measurement. The "dB" we typically use to measure SPL is technically "dB relative to 20 micropascals", which is roughly the quietest sound the human ear can detect.