It starts with "Once Upon A Time". . .

I'm going to tell you a story.

Once upon a time, there was a phrase that was used a so much that it became a cliché. And Aubrey was going to write a story, starting with that phrase, but she didn't want to be that unoriginal. So she didn't. Except then she did, because she decided to write about a story about not writing the story. So then she decided to use the phrase anyway. But then she thought to be more original, she could use it to end the story, too. That phrase was "once upon a time."

. . . and it ends that way too.

The end is just the beginning of something else.