The Rent Is Too Damn High

THE RENT. IS TOO. DAMN. HIGH.

On October 18, 2010, New York held its gubernatorial debate. Among the candidates was Jimmy McMillan, representing a political party whose entire platform could be summarized in five words. He had the gloves. He had the mustache. He had the message.

"I represent the Rent Is Too Damn High Party," McMillan declared, fist raised, voice quivering with righteous fury. "People are working eight hours a day and forty hours a week and they still can't afford to pay the rent!"

The internet fell in love.

Within days, the clip had millions of views. McMillan's raised fist became an image macro template. "The X is too damn high" became the most versatile snowclone since "I'm not X, but..." Gas prices? Too damn high. Student loans? Too damn high. Number of browser tabs open? Way too damn high.

McMillan leaned into the fame. He announced a 2012 presidential run ("The deficit is too damn high!"). He appeared at Occupy Wall Street. He became, briefly, the most unlikely folk hero in American politics—a man whose singular obsession with housing costs resonated with anyone who had ever opened an apartment listing and wept.

The meme peaked in 2011-2012 before fading, as memes do. But McMillan's message proved prophetic. A decade later, the rent is, in fact, still too damn high. Higher, even.

Jimmy McMillan was ahead of his time. He tried to warn us. We made him a meme instead of a movement.

The rent is still too damn high. It always was.

Rest in power, king. Your platform was correct.