A criticism pertaining the management, when criticising middle management or other useless and expensive building hold backs, Gölök Buday, the Black Jester would say "MUMs the word," going back to the 2000 election when Maharishi's university of Management started getting noticed, ala John Hageline.
But eventually the word will phase from existence; and this is how the website will die. This is how everything dies.
When Watermelon Sugar stops trending, we die.