The 'Catfish' meme concept originates from the 2010 documentary and the popular MTV series that followed, describing the act of creating a false online identity to deceive others. In meme culture, it usually involves a side-by-side comparison of a highly curated profile picture versus a starkly different, often humorous, real-life photo. The term has expanded beyond the dating world to encompass any situation where expectations are shattered by reality, such as misleading food advertisements or online shopping 'fails.' Its enduring popularity lies in its relatability, capturing the universal feeling of disappointment when something isn't as it was presented.