@Zen you got it all wrong
The lightning signifies undertaker
The 2006 royal rumble finished with a non rumble. Why? For the takers return
The commentators were talking about somebody coming out. Clearly playing on that he's now American badass and no longer a deadman (which is a play on the 2007 royal rumble, where khali dominated and cole screamed no man can eliminate him, and gong, a man didn't come out, but a deadman)
And his wife and children were there with his wife also making a surprise entry to make you think the husband was there too.
All these hints for Taker clearly got people buying the rumble. Kudos to WWE