This meme originates from a scene in the HBO series Euphoria, where Maddy Perez spots a classmate at a local thrift shop or discount store. It quickly evolved into a universal reaction for those awkward moments when two people who claim to be doing well financially run into each other at a place that suggests otherwise. The humor lies in the mutual exposure of 'fake it til you make it' lifestyles. It is widely used on TikTok and Twitter to comment on inflation, bad financial decisions, and the shared struggle of trying to maintain an expensive image while managing a tight budget.