Glozell Green built a large YouTube following in the early 2010s with loud reaction and challenge videos, most famously her cinnamon challenge attempt, which left her coughing and sputtering on camera. Short clips from those videos were reposted across Vine, YouTube compilations and meme pages, where the coughing became shorthand in itself. Editors kept the audio because it was instantly recognisable even without the picture, and it has stayed in rotation as a reaction meme sound for bad tastes, failed challenges and over-the-top disgust.