This meme features a scene from the 2001 film 'The Lord of the Rings: The Fellowship of the Ring.' It depicts the character Bilbo Baggins, played by Ian Holm, contemplating the One Ring before leaving the Shire. The full quote is 'After all... why not? Why shouldn't I keep it?' as he struggles with the Ring's corrupting influence and his desire to hold onto it. On the internet, the still image of Bilbo's conflicted yet determined face became a popular format for justifying poor, greedy, or unnecessary choices. It gained massive popularity on platforms like Reddit and Twitter as a way to poke fun at the internal monologue people have when they are about to do something they know they probably shouldn't, like buying another game on Steam or eating a whole pizza.