The sound is linked to Minute of Glory, the Russian television talent show in which performers face quick, decisive judgements from its panel. The Russian phrase means 'I don't like it,' a verdict that needs no explanation and fits the show's blunt format perfectly. Because the line is so short and unambiguous, Russian-speaking creators began reusing it outside the broadcast as a ready-made rejection for failed jokes, weak performances and bad ideas. Its appeal has lasted because the meaning is instantly clear even to viewers who do not follow the show.