We pose and resolve a puzzle about spontaneous symmetry breaking in the quantum theory of infinite systems. For a symmetry to be spontaneously broken, it must not be implementable by a unitary operator in a ground state's GNS representation. But Wigner's theorem guarantees that any symmetry's action on states is given by a unitary operator. How can this unitary operator fail to implement the symmetry in the GNS representation? We show how it is possible for a unitary operator of this sort to connect the folia of unitarily inequivalent representations. This result undermines interpretations of quantum theory that hold unitary equivalence to be necessary for physical equivalence.