The line comes from Firefly, Joss Whedon's space western about the crew of the spaceship Serenity, and is spoken by its captain, Malcolm Reynolds, played by Nathan Fillion. Mal is a former soldier turned smuggler who follows his own code rather than the Alliance's laws, so the phrase sums up his whole attitude in four words. Fans have kept it alive in edits, memes and soundboards, where it works as a shorthand for cheerful rebellion whenever a hero, creator or streamer decides to ignore the plan and do things their own way.