Every year, golf’s most significant tournaments arrive with their own slate of guaranteed storylines: inexpensive food at the Masters, punishing rough at the U.S. Open, wind and rain at The Open Championship, vicious criticism of the venue at the PGA Championship.

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For The Players Championship, which tees off later this week, each year brings a new crop of “should The Players be a major?” stories. So it’s gone this year — see: the article you’re reading now — with the notable difference that this time around, the PGA Tour itself kickstarted the conversation.

On February 5, the Tour released one of those get-your-blood-pumping promotional spots highlighting both the players and, well, The Players. Throughout the spot, Rory McIlroy, Scottie Scheffler, Justin Thomas and more celebrated, alongside gorgeous shots of TPC Sawgrass that hit extra hard in the doldrums of gray winter. But tucked into the 28th second of the 30-second spot were six key words that kicked a perpetual conversation into a new gear:

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