The 'Those Who Know' meme, often accompanied by the skull emoji, primarily utilizes the 'Mr. Incredible Becoming Uncanny' format to contrast blissful ignorance with haunting knowledge. It features a split-screen or sequential transition showing the character Mr. Incredible from 'The Incredibles' looking cheerful on one side and progressively more distorted and horrified on the other. This trend took off on TikTok and YouTube in late 2021, becoming a universal shorthand for referencing disturbing backstories, dark internet rabbit holes, or unsettling historical facts. It effectively creates an 'if you know, you know' dynamic that invites viewers to research the hidden meaning behind otherwise innocent-looking contexts.