The phrase became a staple of fandom and shipping culture online, where fans use it to call out moments that read as romantic despite a story presenting the characters as just friends. It spread through edits, screenshots and reaction videos on social platforms, usually paired with clips from films, series and anime. Because the wording is so direct, it needs no setup and works even out of context. It remains popular for ship edits and humorous commentary, especially when a scene's body language or dialogue suggests far more than friendship.