The 'What did it cost?' meme originates from the 2018 Marvel blockbuster Avengers: Infinity War. Following his successful 'Snap' that wiped out half of all life, Thanos appears in a metaphysical realm where he encounters a vision of young Gamora. When she asks him what his mission cost, he solemnly replies, 'Everything.' The scene highlights the heavy personal price Thanos paid—sacrificing his daughter—to achieve his goal. Online, the meme is widely used to humorously or seriously depict situations where a goal was achieved but at a disproportionately high price, such as winning a difficult video game match at the expense of one's sanity or sleep.