We all love the portly man who rules snapchat known as DJ Khaled, but how long will this silly man’s reign last? We have already seen Khaled become an absolute sellout and now that the holidays are over, no one should be going on wethebeststore.com, which also appears in at least seven of his stories a day.

Like every funny, internet flavor-of-the-month, the more we see it, the faster it will die. For example, we all remember the days of “The Harlem Shake”, “Twitter Starter Packs”, and “The Whip”. Each and every one of those internet fads ended just as fast as they started– primarily because they were overdone. Too much exposure is also a major problem for DJ Khaled. On average, he puts up a snap story every ten minutes (five minutes while on jet ski, two minutes while working out). He is simply overdoing it, and that will be the first aspect to his downfall.

Not only does he post excessively, but he suffers from a lack of new content. Every single person who watches his stories can describe what he does each day. He gets up, shows us his breakfast, waters his plants, goes on his jet skis or on his elliptical, shows us the lunch no one wants him to eat, gives us a talk (golf cart or hammock), shows some of his fans, asks the chubby 14 year-old how business is (spoiler alert: it’s booming), and then goes to a Miami Heat game or gets in the jacuzzi. His schedule is the exact same every day, and it is already getting old. Even his signature “keys to success” are the same every single day. Without any new content, even his smartest, most loyal, and most grateful fans won’t appreciate it anymore.

DJ Khaled does not understand that he has memeified himself.  Yes, I just coined a phrase: the man has become a living meme.  Like every single iteration of this phenomenon, there comes a point where it just won’t be funny anymore. His dreams of being the world’s largest mogul will slowly slip away as he wears out his name. As meme expert Chris Adamo once said, “We are a society based off of the concept of ‘Another One,’ people constantly look for what else is new and cool.” Unbeknownst to DJ Khaled, his signature phrase is his fate. Another funny thing will come along and he will just be old news.

Now most of you are probably thinking that I simply don’t get it or am part of this so-called “they” group of haters, but that is not the case. I admire DJ Khaled and his ability to make himself be silly for our enjoyment. I just believe that if he doesn’t start changing his brand, start finding new things to say, or start giving us less fan luv (because no one cares about fan luv), he will slowly just be forgotten and we will one day look back and chuckle over the phase that was “DJ Khaled.” I still want him to eat lunch; I still want him to yell pointless phrases over songs; and, I still want him to inspire me. But I caution you, DJ Khaled: don’t play yourself.