But at What Cost?


What does But at What Cost? mean?

The phrase But at What Cost? is often used to question the true value of a victory or achievement. It implies that while success may have been achieved, it came at a significant cost or sacrifice. The line can be applied to various situations, from personal accomplishments to political decisions and even global events.

In popular culture, the phrase has been immortalized in memes and GIFs, with characters like Wario and Thanos being featured in the images. These images macros are often used as a humorous way to express disappointment or frustration over a situation where the outcome was not worth the effort or loss.


What's the origin of But at What Cost??

The origin of this meme can be traced back to 2014, when it was posted on Tumblr. Although the original post has since been deleted, a user named psyducked reposted the image macro on Tumblr featuring the phrase “But at What Cost?” overlaid on a picture of Wario, from the Super Mario videogame series.

The post quickly gained traction and was shared widely across the platform.

From there, the meme took on a life of its own, with users creating their own versions featuring different characters and situations. It became particularly popular as a reaction image to news articles or social media posts that highlighted the negative consequences of certain actions or policies.

Spread & Usage

How did But at What Cost? spread?

The “But at What Cost?” meme first appeared on Reddit in 2016 and quickly gained popularity, appearing on various subreddits, like r/memes and r/me_irl, used to express the idea that achieving something may come at a high cost. From there, it spread to other social media platforms, including Twitter, Facebook, and Instagram.

The meme’s versatility made it popular among users of all ages and backgrounds. It could be used to comment on anything from politics to pop culture. The format of the meme also evolved, with users creating GIFs and videos using the same caption.

Despite being around for several years now, the “But at What Cost?” meme continues to be used regularly on social media. Its longevity is a testament to its popularity and staying power as a humorous way to comment on the consequences of our actions.

External resources

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