The 'Loot Boxes Are Surprise Mechanics' meme originated in June 2019 during a testimony by Electronic Arts (EA) executive Kerry Hopkins before the UK Parliament’s Digital, Culture, Media and Sport Committee. When questioned about the ethics of loot boxes in games like FIFA, Hopkins famously compared them to Kinder Eggs, asserting that they are not gambling but rather 'surprise mechanics' that are 'quite ethical and fun.' The internet immediately ridiculed this corporate rebranding of a controversial monetization strategy. The meme is typically used to mock companies that use euphemisms to hide predatory practices or to highlight any situation where a blatant truth is being disguised by creative labeling.