The phrase comes from Russian language tank game voice acting, where crew announcements report whether a shell pierced the enemy armor, and this result means it did not. Clips of the line spread through gaming forums and video edits alongside other terse radio calls like Enemy Spotted and the classic bomb has been planted announcement. Because non Russian speakers also recognise its rhythm from repeated use, it became shorthand in memes for any object or person that is simply too tough to damage, no matter how hard the hit looks.