Heathcliff is one of the Sinners in Limbus Company, Project Moon's turn-based role-playing game, where players follow its cast of Sinners through a dystopian city. His blunt, hot-headed delivery made the line a favourite for clipping, and fans began reusing it in short edits, reaction videos and gaming montages whenever a situation suddenly turned desperate. Because the shout is so direct and easy to understand out of context, it travelled beyond the game's community and now works as a standalone reaction to chaos, danger and last-minute rescues.