The principles of quantum field theory in flat spacetime suggest that gravity is mediated by a massless particle with helicity ±2, the so-called graviton. It is regarded as textbook knowledge that, when the self-coupling of a particle with these properties is considered, the long-wavelength structure of such a nonlinear theory is fixed to be that of general relativity. However, here we indicate that these arguments conceal an implicit assumption which is surreptitiously motivated by the very knowledge of general relativity. This is shown by providing a counterexample: we revisit a nonlinear theory of gravity which is not structurally equivalent to general relativity and that, in the non-interacting limit, describes a free helicity ±2 gravit...