It is often preluded with the phrase "Respect false icons," the full phrase becoming "Respect false icons, reject false icons." A generally accepted idea is that the phrase was created to show that people should appreciate things such as music and the media, but not idolize them as they would God or religion.
Sadly, however, many Gorillaz fans have accepted the phrase as a use to describe any "posuer" artist or one they do not like as a false icon (I.E. Avril Lavigne, Hillary Duff, Eminem) and continue to worship Gorillaz, thus destroying the whole meaning of the phrase.
Ironically, these fans repeat the phrase mindlessly in a manner resembling that of the zombified heads in the Gorillaz website-exclusive "Rock it" video used to promote the Reject False Icons campaign.