In an episode of Happy Days, The Fonz goes water skiing, encounters a shark, and jumps over it in the water skis. It marked a moment of dramatic decline in the show’s overall quality, and the term has been used since for any such point in time where something is identifiably worse after a specific event.
This is why the DPH awareness campaign referenced in the article is so important. This is some predatory bullshit interfering with people’s healthcare. Ain’t always fun being in MA but this is leading by example.