The line comes from Avengers: Infinity War, released in 2018, during the snap aftermath when Peter Parker fades away in Tony Stark's arms. The scene became one of the film's most quoted moments and quickly turned into a reaction image and audio meme online. People reused the wording for anyone disappearing, logging off, feeling ill or losing badly. Its mix of a blockbuster death scene and an understatement kept it circulating in edits, remixes and soundboards long after the film's release.