The phrase was popularized by a Robot Chicken sketch parodying filmmaker M. Night Shyamalan, known for twist endings in films like The Sixth Sense and Signs. In the sketch, Shyamalan reacts to mundane events by exclaiming the line in the same dramatic voice heard in this clip. The joke spread online as a reaction sound during the early meme soundboard era, and it remains a shorthand way to sarcastically call out a predictable reveal or to celebrate a genuine surprise ending in films, shows and games.