Is anyone else kinda taken aback by how this term is suddenly everywhere?

Where the hell did it come from and how has it suddenly taken media by storm?

I had never heard this term used in this new context to like "step up to the plate," "accept the challenge," or "take the risk" before like 2-3 months ago. Now it feels like I'm reading or hearing the phrase every other day.

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"You can't beat white people. You can only knock them out."