Shared on meme soundboards as a short reaction voice clip, this sound spread through short form edits where creators needed a fast way to call out something confusing. Its truncated delivery became part of the joke, since the thought stops before it is even finished. It is now used alongside other confusion and disbelief reactions in gaming clips, comment replies and ironic edits, and it remains popular because almost any baffling moment, from a broken tutorial to a contradictory statement, fits the line perfectly without needing extra explanation.