The phrase comes from the world of Rick and Morty, the animated series built around Rick Sanchez and his grandson Morty, and this Russian version circulates widely in Russian-speaking meme spaces. Short, frustrated voice clips like this spread on TikTok and soundboards because they sum up a universal experience in a few seconds. The forgotten password moment became a shorthand reaction for lockouts, reset emails and two-factor failures, reused in edits far beyond the original fandom context.