The phrase is everyday Turkish, used when something has clearly deteriorated, been neglected, or changed for the worse, which is why it travels well even for viewers who do not speak the language. Online it works as a Turkish meme reaction in short-form edits, gaming fails, makeover reveals and photo comparisons, where the line replaces a longer explanation. Its popularity comes from timing rather than context: place it after visual evidence and the audience instantly understands the verdict, so creators keep reusing it for new messes, flops and transformations.