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Since 2020, the phrase has gained traction as a meme, frequently utilized to mock or critique various popular media. Its usage skyrocketed over the past five years, with netizens appropriating it to deconstruct the hype surrounding multitude media formats, specifically those deemed overrated or overexposed.
However, a noticeable resurgence occurred in late 2024 and early 2025 when creator Seth MacFarlane publicly acknowledged the phrase's origins. He recounted how his college film history professor used it to critique The Sound of Music, revealing a layer of nuanced irony. This revelation not only reignited discussions around the quote but also cemented its place in meme culture.