The line comes from Gotye's 2011 song Somebody That I Used to Know, featuring Kimbra, which became a worldwide hit in 2012 with its story of a relationship ending abruptly. As short-form video grew, creators lifted the eight-second hook for clips about ghosting, unfriending and being ignored, because the sung complaint fits a visual cutaway perfectly. It remains popular because the melody is instantly recognisable even without context, and the feeling of being dropped without an explanation is easy for viewers to relate to.