As someone who used to be a pro wrestling fan, this reminds me of the WHAT, chant.

Years ago a popular wrestler {steve austin} would say "what" anytime someone would talk to him. He would do it over and over to piss people off. The problem was the crowd started doing it.

20 years later unless someone is good on the microphone, the crowd will shout "what" after everything they say. This kills the momentum when you have something long winded or important to say.

It is the biggest pain in the but for the wrestling promotion to hear the crowd chant "what" because they can't control it.