Rangers simply must stop Celtic from winning the Scottish Premiership title this season - or they will hear about it for the rest of their existence.
Watching your bitter rivals win the title nine times in a row is bad enough, but ten would see Rangers placed on the wrong side of history.
It's what makes this weekend's Old Firm derby the most important in a generation. Since 1998, in fact.
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Despite Celtic's recent dominance of Scottish football, those with longer memories will tell you that Rangers are in fact the most successful club in the land, with 54 titles to the Bhoys' 51.
So as far as history goes, Rangers will get over nine-in-a-row with time, because, well, they've already done that too.
After stopping Celtic from winning a tenth consecutive league title in 1975, Rangers went and won nine of their own between 1988 and 1997.
But here's the thing. Nobody has ever won ten-in-a-row.
And Saturday's meeting at Parkhead will play a huge part in whether that's still true at the end of the season.
As usual, Celtic and Rangers have already created a two-horse race at the top of the Scottish Premiership, with Gers edging their rivals by one point having played a game more.
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Unlike recent years, it looks set to be a far more evenly contested race this season.
Rangers have shown they can compete at the top level by beating Turkish giants Galatasaray to qualify for the Europa League.
No disrespect to the Scottish Premiership, but it goes without saying that both Old Firm sides will win the majority of their fixtures against every other team this season, so the title could be decided in their meetings against each other.
That said, Rangers claimed a famous victory over Celtic last season and they still couldn't stop the Bhoys from winning the title.
Although, many Gers fans won't recognise that title, given the season was curtailed before it was properly concluded.
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Celtic were 13 points ahead of Rangers, but stranger things have happened, and nothing should be over until it's over.
And that won't be the only excuse available to Rangers should Celtic win ten-in-a-row.
Fans will be quick to point out that four of Celtic's titles went uncontested by Rangers, between 2012 and 2016, as financial problems forced Gers down to the fourth tier of Scottish football.
But enough about excuses. The best way for Rangers to shut Celtic up about ten-in-a-row is to stop them from doing it, a process which must start at Parkhead on Saturday.
