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I see people complaining about this WM28 tagline, with some even calling it false advertising since the match happened again the following year.

I'm just wondering if it's a cultural thing. In countries outside the US, is this tagline not routinely used as puffery? Here, "once in a lifetime" is a phrase that just means "a rare opportunity," and probably even less. Car dealerships, for example, may have the same once in a lifetime offer every year. If a prestigious job opens up, people will call it a once in a lifetime opportunity, even though that same job will eventually be up again.

Nobody takes it literally. It's just a rallying cry to "act now."

Seriously wondering if the phrase is not used that way in other countries, hence the Internet outrage.

Also, when the first match was made, there were no plans (in kayfabe at least) for a second, so for all we knew this would truly be a one time match, and what do you know who won the pony, the stars aligned and it miraculously happened again.
 

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I am equally perturbed by the use of the term 'mania' in Wrestlemania, as regardless of how well performed the matches at this event are, I never feel the onset of mental illness marked by periods of great excitement and/or euphoria and/or delusions and/or overactivity of my parietal lobe.
 
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