The 'Those who know' meme, often associated with the 'Mr. Incredible Becoming Uncanny' format, gained massive popularity in late 2021. It visualizes the stark contrast between blissful ignorance and the realization of a disturbing truth. The format typically features a normal image of Mr. Incredible next to a progressively distorted, black-and-white version of himself. It originated from a series of edits based on a 2020 digital painting by artist Nathan Shipley. The meme is widely used on TikTok and Reddit to reference obscure or unsettling facts, where the humor lies in the 'hidden' knowledge shared by a specific community.