went full retard Meme Generator

You start a harmless bit with a colleague, a running joke about the office plant. Three weeks later there is a name tag, a eulogy draft and a shared calendar for its watering. Everyone agreed it was funny until you did the funeral.

A tin of paint, one wall, one afternoon. By Sunday night you have re-grouted the bathroom, ripped up the hall carpet and started a conversation with a stranger about load-bearing walls. The original wall is still unpainted.

You join a group chat to be polite. Within a week you are the one who sets reminders, makes polls with seven options and says "just circling back" to your own friends. Nobody asked, and everybody is quietly grateful.

You say "I'll just have a look at the spreadsheet" at nine. At two in the morning you have colour-coded tabs, a macro and an opinion on date formats. It was a list of five things.

Why it caught on: the picture is Robert Downey Jr. as the method actor Kirk Lazarus in *Tropic Thunder* (2008), the Ben Stiller comedy about actors in a war film. In one scene he lectures Stiller's character on why his award-chasing role flopped, and the line became a template, "never go full...", filled with whatever people thought someone had taken too far. The original word is a slur for people with intellectual disabilities, and the film drew criticism for it, so many later versions swapped in other words or topics, which is why the template spread so widely.

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