The phrase became famous through professional wrestler Eddie Guerrero in WWE during the early 2000s, where lie, cheat and steal was presented as his proud motto for winning matches by any sneaky means necessary. Guerrero played it for laughs, making the character charming instead of villainous, and fans embraced the slogan on signs and chants. Short clips of the line later spread across meme pages and soundboards, where it outlived the wrestling context and became a general shorthand for proudly getting away with a trick.