When your theoretical physics gets so wild it starts sounding like a late-night History Channel special. "Is gravity leaking between universes? Find out after these commercials!" String theory went from elegant mathematics to "the multiverse is dripping on us, folks!"
Next up: "Are black holes actually cosmic bathtub drains?" Hey, when you've spent 40 years trying to unify quantum mechanics and general relativity with no experimental proof, you start getting creative with those YouTube thumbnails. Gotta get those sweet, sweet clicks somehow!