We explore the consequences of requiring that quantum theories of gravity be unitary, mostly focusing on simple cosmological models to illustrate the main points. We show that unitarity for a clock that encounters a classical singularity at finite time implies quantum singularity resolution, but for a clock that encounters future infinity at finite time leads to a quantum recollapse. We then find that our starting point - assuming the general covariance of general relativity - is actually incompatible with general quantum unitarity: singularity resolution in quantum gravity can always be engineered by choosing the right clock, or avoided by using a different one.Comment: 9 pages, 5 figures; Fifth Award in the Gravity Research Foundation 2...