The phrase comes from everyday Russian speech, where idite na is the start of a very rude dismissal that listeners complete in their heads. Shortened clips like this spread on soundboards and in chat groups because the meaning survives without any context or translation. The short length gives editors enough build up to reuse it as a reaction, a fake voice reply or a sudden interruption. It stays popular because angry Russian shouting has become a familiar meme language online, signalling total rejection faster than a written insult could.