Saying that a person is Joe Unit, is seldom meant positively, except in some circuits, were big spenders are looked upon with admiration. If a person is Joe Unit, he or she leads a lifestyle resembling the rap crews, showing off, looking down on poor people etc.
The expression gain foothold in Norway early 2003, and quickly spread to the rest of Europe, now being a common phrase amongst young people.
"She spent 500.000 $ on another car? She must be totally Joe Unit!"
"Of course I'll buy you guys drinks! You know I'm Joe Unit!"