All is well, but I'm passing a reference to a string literal, not a variable having a lifetime elsewhere. What happens to the reference after the function finishes? Does the lifetime of the string literal end after the function completes?
The string literal has type &'static str since it's a reference to the UTF-8 encoded text data packed with the program binary itself. This portion of memory will not be unloaded until the process be terminated, hence the 'static lifetime means.