What Did It Cost?


What does What Did It Cost? mean?

What did it cost? refers to a memorable quote from Avengers: Infinity War, uttered by Gamora, to which Thanos answers “Everything.”

Online, the scene is used as a series of exploitable object labeling image macros, centered around making a deal, with various characters edited in the place of Thanos and Gamora.

The image macro is used online in a similar nature to the But at What Cost? meme.


What's the origin of What Did It Cost??

Avengers: Infinity War premiered in the United States on April 23rd, 2018.

In one of the scenes, Thanos finds himself inside the Soul Realm where he encounters a young Gamora (portrayed by Josh Brolin and Zoe Saldana respectively).

Gamora asks Thanos “Did you do it?” to which he replies affirmatively.

When she asks, “What did it cost?” Thanos answers with “Everything.”

Spread & Usage

How did What Did It Cost? spread?

Within a short time after the film’s release, “What did it cost?” memes started surfacing on the web, with an early instance uploaded to Reddit by u/jugghound on May 3rd, 2018, to the r/FireEmblemHeroes sub.

In 2018 and 2019, “What did it cost?” became one of the biggest of the Infinity War and Thanos memes, which include I’m Sorry Little One, and Perfectly Balanced, as All Things Should Be.

It appeared on numerous subreddits, as well as sites like 9GAG, iFunny and Facebook meme groups.

External resources

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