I hadn't heard of this my entire life, but now three times in the past week I've seen it randomly pop up. Did I miss something, or is it just the frequency illusion at work?

edit - interesting, Google trends shows it spiking over the past few months: https://trends.google.com/explore?q=%2Fm%2F0m_7t&date=all&ge...

(also a huge spike in 2014, I wonder what that was about?)