Love Island has a history of bringing phrases to public conscience - but this year one soundbite in particular has viewers reaching for the off button.
Last year the villa was echoing with the tones of Georgia telling everyone she is "loyal" - and, before that, "I was in Blazin' Squad" was on every viewers' lips.
After one episode of the new series there is already a contender for this year's catchphrase and it has left a bitter taste in the mouths of many viewers.
It kicked off with Michael Griffiths finding himself ditched before he even got into the villa.
After choosing to couple up with Lucie Donlan, he was left a little knocked back when she immediately dumped him when Joe Garratt made an appearance.
As Michael was relegated to the subs' bench, Love Island host Caroline Flack asked him how he felt.
His reply was "it is what it is," and that was the start of a phrase that seemed to be repeated throughout.
Next up was Sherif Lanre, who reacted to his chosen partner, Amber Gill, deciding to take a chance with Callum Macleid instead by shrugging his shoulders and saying "it is what it is."
He then went on to repeat it numerous times while the boys were getting ready in the bedroom and before social media was filling with viewers who were already sick of hearing it.
One fan threatened to boycott the show, unless Sherif stopped saying it. They tweeted: "If Sherif says 'It is what it is' one more time I’m switching off my TV."
Another viewer asked on Twitter : "How is this already the most overused phrase?"
A third meanwhile, joked that it could become a new Love Island drinking game, tweeting: "Take a shot every time Sherif says 'It is what it is.'"
While fans are already claiming enough is enough, it seems that the Love Island villa could be echoing with the phrase for a little while yet.
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