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That was a meme started by a director. He did Friday Night Lights? Blue Something or Other? His name is Peter Berg. Caitlyn Jenner won the Arthur Ashe Award for courage at the ESPYS, ESPN's attempt at an award show for a thing with awards built into it (sports), and there's no rule that says the winner has to be an athlete. So this guy decides to pander to the kind of person who'd object to her winning a courage award by posting a picture of a soldier who got his legs blown off doing his job in some war that shouldn't have happened. It's like a perfect storm of colliding cultures.