The "What did it cost? Everything" meme originates from a poignant moment in the Marvel Cinematic Universe's blockbuster film, "Avengers: Infinity War." In this scene, Thanos, portrayed by Josh Brolin, reflects on the sacrifices he made to gather all the Infinity Stones. This specific moment captures a conversation between Thanos and a young Gamora in the Soul World, right after he completes his mission. The visual of Thanos acknowledging the cost of his actions has become a powerful meme format, thanks to its emotional weight and universal relatability.