Used when someone gets told, gets shamed, something embarresing/bad happens to someone. Often said upon hearing another persons bad situation. Could be said instead of 'thats dread!' 'thats bad' or 'oh no!' or 'oh shit, he must be embarresed'
Person A: Aww did you hear what happened to Ben? His girlfriend cheated on him with a chick!
Person B: Feel it!