Team Fortress 2, Valve's team-based shooter released in 2007, uses the Announcer to narrate objective changes during control point matches, and We lost control is one of her standard warnings when the opposing team captures a point. The line became familiar to players through years of regular matches, then travelled into short videos, streams and memes as a shorthand for losing ground. It remains useful because it is instantly recognisable to gamers, short enough to drop into an edit, and dry enough to make an ordinary setback sound dramatic.