If you go on WWE.com and look up pictures of Brock Lesnar's 2012 match against John Cena at Extreme Rules, most of them are in black and white.
That's because it was more of a bloody brawl than a match, one that was reminiscent of a mixed martial arts bout. Seeing this war in color would be too graphic for the WWE's content standards of today, let alone those same standards of 2012.
The influx of TV-PG programming meant the exodus of designed bleeding in wrestling matches. These days, any blood is strictly coincidental and is quickly tended to by ringside doctors.
WWE's use of blood was once done to simulate more realistic combat. If somebody were to get slammed headfirst into a cage in a legitimate fight, he would more than likely bleed. Ironically, WWE's ringside doctors frantically nursing unplanned wounds makes the product seem more real.
All the talk of Lesnar promising to "rip John Cena limb from limb" and "leave him in a pile of blood, and urine and vomit" comes with an overt promise of a violent match. Anything less than a bloody wrestler would be rendered a disappointment.
Instead of promising to lacerate John Cena ahead of their last match, Lesnar actually did it. A wild pull-apart brawl resulted in Cena bleeding from the mouth, which proved to be a minor precursor to what would follow on pay-per-view.
This time around, all parties involved have conceded that Cena's SummerSlam showdown against Lesnar will be more of the same.
During the pivotal first promo of this renewed rivalry, Lesnar advocate Paul Heyman vowed Cena would receive the beating of a lifetime.
Cena concurred while valiantly promising to withstand the beating.
"Come get some," a defiant Cena repeated, his volume increasing with every repetition.
If Cena is in for the beating of a lifetime after being bloodied in his last bout against Lesnar, shouldn't blood be mandatory?
Despite its PG limitations, WWE has made exceptions to the rule to promote major feuds. Stephanie McMahon and Brie Bella, currently involved in a feud that has closed the last two Raws, have exchanged the five-letter B-word more than Jerry Springer panelists.
While no blood has been shed yet, Lesnar cursed excessively during his five-minute promo package opposite Cena.
Like he is with everything else, Lesnar is WWE's exception to the rule. In his presence, WWE can mention UFC, drop an F-bomb here and there, allow Lesnar to wear trunks that promote his business partners and, yes, shed a little blood.
He's Brock Lesnar. A butt-kicking S.O.B. You saw the video package.
There's a reason WWE wanted you to see that video package—which may as well have been a live-action parental advisory label—because there will be blood.