The regulation of vertebrate acid-base balance during acute episodes of elevated internal P CO2 is typically characterized by extracellular pH ( pH e ) regulation. Changes in pH e are associated with qualitatively similar changes in intracellular tissue pH ( pH i ) as the two are typically coupled, referred to as 'coupled pH regulation'. However, not all vertebrates rely on coupled pH regulation; instead, some preferentially regulate pH i against severe and maintained reductions in pH e . Preferential pH i regulation has been identified in several adult fish species and an aquatic amphibian, but never in adult amniotes. Recently, common snapping turtles were observed to preferentially regulate pH i during development; the pattern of acid-base regulation in these species shifts from preferential pH i regulation in embryos to coupled pH regulation in adults. In this Commentary, we discuss the hypothesis that preferential pH i regulation may be a general strategy employed by vertebrate embryos in order to maintain acid-base homeostasis during severe acute acid-base disturbances. In adult vertebrates, the retention or loss of preferential pH i regulation may depend on selection pressures associated with the environment inhabited and/or the severity of acid-base regulatory challenges to which they are exposed. We also consider the idea that the retention of preferential pH i regulation into adulthood may have been a key event in vertebrate evolution, with implications for the invasion of freshwater habitats, the evolution of air breathing and the transition of vertebrates from water to land.