It is well-known that natural axiomatic theories are well-ordered by consistency strength. However, it is possible to construct descending chains of artificial theories with respect to consistency strength. We provide an explanation of this well-orderedness phenomenon by studying a coarsening of the consistency strength order, namely, the
reflection strength order. We prove that there are no descending sequences of
sound extensions of
in this ordering. Accordingly, we can attach a rank in this order, which we call reflection rank, to any
sound extension of
. We prove that for any
sound theory T extending
, the reflection rank of T equals the
proof-theoretic ordinal of T . We also prove that the
proof-theoretic ordinal of
iterated
reflection is
. Finally, we use our results to provide straightforward well-foundedness proofs of ordinal notation systems based on reflection principles.