The clip circulates on user soundboards under the tag 'Buba', where listeners grab it to replay and download the line as an MP3. The phrase itself is ordinary Russian for 'and further and further', which is exactly why it spread: creators can caption almost any snowballing situation with it and the joke lands without translation. Russian meme pages and short-form editors pair it with escalating edits, fail threads and storytime rants, and it keeps resurfacing because the resigned, matter-of-fact delivery fits any moment when something refuses to stop getting worse.