The sound comes from French football commentary, where 'but' is the word for a goal, capturing the moment a commentator loses composure as Kylian Mbappé scores. Mbappé, the French forward who rose to global fame with Paris Saint-Germain and the France national team in the late 2010s, is one of the most clipped players online. The shout spread through football highlight edits and fan pages, where it plays like a classic oh my god, wow moment over a cheering crowd, and it endures because no synthesized effect matches a real live goal call.