The phrase has lived for years as shorthand for carrying on while everything goes wrong, which is why it works so well as a meme punchline. In short-form video it usually appears as a dry closing remark after a fail, an argument, or a plan falling apart on camera. Because the clip is only about a second and a half long, editors use it like punctuation rather than a joke that needs setup. Its continued appeal is that resigned tone: it lets creators acknowledge a disaster without dwelling on it.