We present a preliminary examination of a new approach to a long-standing problem in non-Newtonian fluid mechanics. First, we summarize how a general implicit functional relation between stress and rate of strain of a continuum with memory is reduced to the well-known linear differential constitutive relations that account for "relaxation" and "retardation." Then, we show that relaxation and retardation are asymptotically equivalent for small Deborah numbers, whence causal pure relaxation models necessarily correspond to ill-posed pure retardation models. We suggest that this dichotomy could be a possible way to reconcile the discrepancy between the theory of and certain experiments on viscoelastic liquids that are conjectured to exhibit only stress retardation. (C) 2016 Elsevier Ltd. All rights reserved.