The line first became famous in John Carpenter's 1988 film They Live, spoken by Roddy Piper before a fight. It was later adopted by Duke Nukem in Duke Nukem 3D from 1996, which helped carry the quote into gaming culture. Short clips of the delivery spread through forums, videos and soundboards because the wording is instantly quotable. It remains popular as a shorthand for overconfident action heroes, with creators reusing it whenever a character arrives spoiling for a fight or pretends to be tougher than the situation deserves.