The chant began in WWE in 2001 when Stone Cold Steve Austin, playing a villain at the time, started punctuating his promos by shouting what after almost every line. Audiences quickly copied it, chanting it back during pauses in speeches by other wrestlers, and it became one of wrestling's most enduring crowd traditions. Clips of the single shout later spread to soundboards, streams and meme edits as a standalone reaction, which is why it remains popular long after the original promos.