Elon Musk really wants to go to Mars. So much that he's got his own plan lined up to get people living there in the not too distant future. But as super serial as he is about the whole project, he also found time to throw in a reference to South Park.
When the presentation moved onto to funding his Martian colonisation plans, Musk pulled up a slide stating that the first stage of funding is to 'steal underpants'. That idea comes straight out of an episode of South Park's second season, where magic gnomes would steal peoples' underpants to try and make money.
The scene has spawned countless memes that use a similar template. Musk might not have followed the template exactly, but this goes way beyond any green text image could hope to achieve. Plus, as we all know, a Kickstarter campaign is basically the 21st century equivalent of the gnomes' '?' stage.