When Ryan Block, a product manager at AOL, tried to cancel his personal Comcast internet service, he hadn’t banked on a 20-minute verbal wrestling match with a customer service rep hell-bent on retaining him.

Refusing to accept his request to disconnect, the rep repeatedly asked, “Help me understand why you don’t want faster internet,” insisting that “I’m trying to help you. You’re not letting me help you.” Getting tired of the uphill struggle, Block recorded the final eight minutes of the call and shared the audio file with his 83,000 Twitter followers. The audio file went viral, being played 4 million times in the next two days.