The phrase itself is everyday French for it is shameful, and as a sound it circulates mainly as a short reaction clip on meme soundboards and in short-form video edits. Its appeal comes from its brevity and directness: at just over a second, it can be dropped into a punchline without interrupting the flow of a video. Creators use it to pass judgement in a playful, exaggerated way, and because the tone is clear even to non-French speakers, it travels easily across different online communities and languages.