Though the phrase was already a relatively popular Internet utterance long before 2007, it gained even greater online notoriety once Nintendo executive Reggie Fils-Aime employed its use at E3 2007 while demonstrating the Nintendo Wii's Wii-Fit Balance Board. As he placed himself upon it, he awkwardly chirped, "My body...my body is ready...", eliciting some stifled laughter from the audience, and by 2010, the phrase was readily used in association with Nintendo, specifically when they had something exciting nearing release. It all came to a head once again at least year's E3 convention, where Reggie was presenting the Wii-U conference and referenced his prior outburst, to the delighted applause of the audience. Though it's a joke that was essentially five years in the making, and you had to have seen the previous conference to make sense of it, if you were in the know, it was a great moment in an otherwise pretty underwhelming E3, especially given Nintendo's rather mediocre showing.