The It's Ma'am meme originated from a December 2018 viral video filmed inside a GameStop store. The footage shows a trans woman, Tiffany Moore, becoming increasingly frustrated and shouting 'It's Ma'am!' after being addressed as 'sir' by a store employee. The intensity of the confrontation, including her challenge to 'step outside' and the kicking of a display, turned the moment into an instant internet sensation. In meme culture, it is frequently used to represent any situation involving a loud, firm correction or a high-voltage reaction to being misidentified. While controversial, the template remains a staple for depicting heated retail encounters and adamant self-assertion.