The phrase comes from Warhammer 40,000, Games Workshop's long-running science-fantasy universe in which human soldiers of the Imperium fight in the name of their Emperor. Shouted as a battle cry, it has appeared across the setting's novels, video games and fan culture for decades, becoming shorthand for grim determination and fanatical loyalty. Online, creators reuse the shout outside its original context, pairing it with gaming highlights, workout clips and absurd everyday victories, which keeps it recognisable even to people who have never played a Warhammer game.