When searching for the phrase online, users are often led down a digital rabbit hole. A closer investigation into the domain shows that the underlying site, Freshmms.com via Whois, is a privately registered domain that has historically been inactive, parked, or associated with malicious redirects.

There have been various claims online about the site's purpose; while some experimental projects or university-funded initiatives have used similar names in the past, the current commercial site is primarily a multimedia sharing hub.