Sorry but the hype is real

What is the Sorry but the hype is real trend?

Set to Pino D'Angiò's 1981 Italian funk cult classic "Ma Quale Idea," creators open with a self-aware line that acknowledges the hype around their brand without apology, then hit the viewer with just the brand name as the reveal. The two-overlay structure is minimal by design: the first line does the work of framing, the second line lets the brand name land like a punchline. The nonchalant Italian disco energy of the audio makes the confidence feel effortless rather than boastful, which is exactly the tone that performs. Restaurants use it to own their reputation without overselling it.

Where did the Sorry but the hype is real trend come from?