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This meme has its origins in an anecdote from Moshe Kasher on the You Had to Be There podcast. When trying to get to the podcast recording, which is held in the MTV offices of podcast hosts for their TV show Nikki and Sara Live, he had difficulty explaining to a security guard where he was trying to go. This is because MTV is both a channel and the parent company of all its associated channels. So every attempt to explain that he wanted to go to MTV was greeted with a frustrated “It’s all MTV”.
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