The #WhatTheFluffChallenge took the internet by storm in mid-2018 after a video of a Siberian Husky named Jax went viral. The challenge involves a person holding a large blanket or sheet in a doorway while their pet watches, then dropping the blanket and sprinting away to another room before the fabric hits the floor. The result is a series of heartwarming and hilarious clips showcasing pets—mostly dogs—looking completely bewildered as their owners seemingly vanish into thin air. It evolved from a simple social media trend into a widespread meme format used to illustrate any situation involving sudden disappearance, confusion, or being 'bamboozled' by something simple.