The 'Don't Say It' meme, often represented by a character or a series of internal dialogue lines, captures the universal feeling of fighting back an impulse. It gained massive popularity on Twitter in late 2018, where users would list 'Don't say it' repeatedly as a mental command before ultimately blurting out a niche obsession, a groan-worthy pun, or a controversial opinion. The meme effectively illustrates the total lack of self-control we experience when a perfect opportunity for a joke arises, making it a staple for social media commentary on everything from pop culture fandoms to relatable daily life annoyances.