When the “guy explaining” meme photo first got posted, I remember seeing “Congratulations to Milk for their photo of the week!” I had no idea who or what Milk was. (Turns out it’s the name of the club where the photo was taken). https://knowyourmeme.com/memes/milk-edinburgh-club-photo
Edit: also turns out the post text was "Congratulations to Milk in Edinburgh on taking what I suspect may be the most relatable nightclub photo in the history of the art."