When: April 2012
When Kanye West dropped "Theraflu" (later titled "Cold"), the second single off of Cruel Summer, the world went nuts. It went so hard that it led to the greatest one-line critique in the history of journalism from Maxim Bady, who said, "that is so much swag, I want to kill myself for not having that much swag." And perhaps the most bluntly ratchet line was Kanye wanting any listener to tell PETA that his mink was dragging on the floor, which is equivalent to running over a solar power activist in a Hummer.
We would have all been content with that level of ratchetness, and no one would have ever thought that PETA would be the ones upping the ratchet levels. In their response, they said "What's draggin' on the floor is Kanye's reputation as a man with no empathy for animals or human beings." Also, he "doesn't seem to have the fashion sense to design anything more than caveman costumes." SO MANY RATCHET DARTS FIRED.