But it burns is a popular gaming slang that has taken on many meanings. It is often used to express amazement, awe, or disappointment with something in the game you are playing. It can also be used as a reaction to surprise or clever tricks in the game.\n\nThe phrase has evolved from gamers sharing image and picture memes on Imgur or other media outlets to communicate their reactions. The phrase usually accompanies an image of someone’s reaction, often with raised eyebrows and a shocked expression. Nowadays, the phrase is starting to appear more in other contexts outside of gaming as well.