The line comes from Spotify free tier adverts that promote Spotify Premium by offering relief from adverts themselves, a pitch regular listeners hear between songs. As the phrase became instantly recognisable, clips of it spread on meme soundboards and short video edits, usually without the rest of the advert. People began using it ironically whenever any content pauses, stalls or tries to sell an upgrade. Its popularity lasts because almost everyone online knows the frustration of an interruption at the worst possible moment.