The clip is tied to the Bourne film series, centred on Jason Bourne, the amnesiac former assassin played by Matt Damon. Online, the exclamation became a reusable reaction sound detached from its original scene. Editors began laying it over entrances, reveals and zoom-ins where someone is supposedly recognised at the worst possible moment. Its popularity comes from the contrast between a serious spy thriller tone and completely mundane footage. That contrast helped it survive as a meme sound long after the films, especially in short edits and soundboard collections.