The championship unification match between John Cena and Randy Orton at World Wrestling Entertainment’s upcoming TLC pay-per-view is being billed as a “Once in a Lifetime” showdown.

Promotional materials for the event bear the slogan “Never Before, Never Again: Once in a Lifetime,” despite a long history of matches between Orton and Cena.

The peculiar billing has led many fans to speculate that that “Once in a Lifetime” tag is referring to the unification of championships, but that theory has obvious flaws.

For starters, it overlooks the 2001 unification of the WCW Championship and the WWF Championship, in which Chris Jericho became undisputed champion.

In fact, title unifications happen with almost absurd frequency in professional wrestling, and have included:

– The unification of WCW’s World Championship and International Championship at Superclash XXVII

– The unification of ECW’s Heavyweight and Television championships at Guilty as Charged 2001

– The unification of the WWE European and Intercontinental championships in 2002

Given that Orton and Cena have clashed many times in the past, and that a title unification is nothing new, it can only be presumed that the “Once in a Lifetime” tagline refers to all-time low buyrates the match will draw.