The line comes from the Bourne action film series, about former CIA assassin Jason Bourne, played by Matt Damon. In the scene a character recognises Bourne on surveillance and reacts in alarm, giving the quote its panicked tone. Clips of the moment were shared widely on Vine, YouTube and other meme pages in the 2010s, often detached from the films entirely. It stayed popular because the recognition is so over the top that it fits athletes, celebrities, pets and fictional characters making an unexpected comeback.