The phrase became famous as the catchphrase of the Borg in Star Trek, first popularized by Star Trek: The Next Generation in the late 1980s and early 1990s. Spoken before assimilation, it summed up the collective's belief that individuality was irrelevant. The line escaped the show into wider pop culture, appearing in parodies, games and online edits for decades. Its short length and instantly recognizable delivery made it perfect for soundboards and streams, where it is now used far beyond science fiction fandom.