Owen Wilson's elongated wow became a calling card across his film career in the 1990s and 2000s, heard in comedies where he plays laid back, easily impressed characters. Fans later cut the line from many appearances into supercuts and compilation videos, and the isolated clip spread through meme edits, streams and soundboards in the 2010s. Because just one word conveys amazement so recognisably, editors keep reusing it as a shorthand reaction to impressive, beautiful or absurd moments on screen.