You find a good looking fellow / aaand he's straight
A And it's gone post.
The new signing bonus lands in your account on a Friday. You spend Saturday looking at the number and Sunday looking at the rent. By Monday it's a rumour. You finally find a parking space right outside the venue. You reverse in beautifully, then see the sign. Residents only, eight till six, and it is ten to seven on a Saturday evening, so you stay put and the sign wins anyway. The takeaway is hot, the film is chosen, the sofa is finally yours. Then the doorbell goes and it is a neighbour with a parcel, a chat about bins, and an opinion on your hedge. The evening leaves with them. You tell yourself this month you'll save. The first week is flawless. Then the boiler makes a noise, the dentist makes a call, and your good intentions go quietly out the door without a coat. **Why it caught on:** the picture is a still of a suited office worker from the animated series South Park, staring at a computer with wide eyes. Fans paired it with the line "and it's gone", a caption for any moment when something hopeful vanishes just after it appears. It spread because the format is simple: one line of good news on top, the loss underneath, and everyone from sports fans to dating-app users has a version.