The 'The What' meme originates from a promotional image for the carpet cleaning company Rug Doctor, featuring a woman with an incredibly expressive face of bewilderment. While the original ad was intended to show her surprise at the cleaning power of the machine, the internet repurposed the still image into a reaction template for nonsensical or disturbing statements. It gained massive popularity on platforms like Reddit and Twitter, typically paired with a setup that starts normal but ends with a bizarre twist, prompting her iconic wide-eyed 'The What' response. It remains a staple reaction meme for highlighting moments of pure, unadulterated confusion.