The Dual Meaning Of 'ABC Always Be Cheating': From Corporate Scandal To Gaming Meme

The phrase "ABC Always Be Cheating" has become a cultural lightning rod in the digital age, a cynical yet catchy acronym that simultaneously references a high-profile corporate scandal and a popular gaming meme. As of December 15, 2025, the acronym’s power lies in its duality: it serves as a pointed critique of systemic exploitation in online communities and, more dramatically, as a viral shorthand for the shocking infidelity scandal that rocked the world of network news, specifically involving high-profile anchors at ABC News.

The original context of the acronym is a dark parody of the classic sales mantra "Always Be Closing," suggesting that manipulation and taking advantage of loopholes are the true keys to success in modern systems. This article dives deep into the two primary narratives that have cemented "ABC Always Be Cheating" in the public lexicon, exploring the media fallout from the GMA3 affair and its pervasive use within the streaming and gaming world.

The ABC News Infidelity Scandal: Amy Robach and T.J. Holmes

The most explosive and well-documented context for the phrase "ABC Always Be Cheating" directly involves the American Broadcasting Company (ABC) and two of its former prominent news anchors, Amy Robach and T.J. Holmes. The scandal, which broke in late 2022, captivated audiences and media critics alike, leading to the eventual departure of both journalists from the network.

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Profiles of the Central Figures

The scandal centered around the extramarital affair between GMA3: What You Need to Know co-hosts Amy Robach and T.J. Holmes, both of whom were married to other people at the time.

• Amy Robach: Born February 6, 1973. A veteran television journalist, she served as a national correspondent for NBC News and a co-anchor for the weekend edition of the Today show before joining ABC News in 2012. She was a co-anchor of GMA3 and 20/20. She was married to actor Andrew Shue from 2010 until the scandal broke.
• T.J. Holmes: Born August 19, 1977. A broadcast journalist, Holmes previously worked at CNN before joining ABC News in 2014, where he became a correspondent for Good Morning America and, later, co-host of GMA3. He was married to attorney Marilee Fiebig from 2010.

Timeline of the Scandal and Its Fallout

The affair between Robach and Holmes was initially a closely guarded secret, but the public revelation quickly transformed into a major media crisis for the network and a cultural moment that spawned the "ABC Always Be Cheating" moniker.

Late 2022: Photos surfaced showing Robach and Holmes intimately together outside of work. The images, published by the Daily Mail, confirmed rumors of a relationship between the co-anchors. Both were still legally married to their respective spouses, Andrew Shue and Marilee Fiebig, at the time.

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December 2022: ABC News President Kim Godwin announced that both Robach and Holmes would be temporarily benched from their GMA3 roles while the network conducted an internal review. The move was framed as an effort to minimize distraction from the network's editorial mission.

January 2023: Following weeks of internal discussions and intense public scrutiny, ABC News officially parted ways with both Amy Robach and T.J. Holmes. The network cited the scandal as a significant breach of company policy and a disruption to the workplace environment.

Post-ABC Careers: In late 2023 and early 2024, the couple launched a joint venture, a podcast titled Amy & T.J., where they openly discussed the details of their relationship, the media frenzy, and their lives post-scandal. The podcast became a new platform for the couple to control their narrative and continue their media careers, illustrating the enduring public fascination with their story.

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The entire episode became a textbook case of a modern media scandal, where the professional lives of journalists were completely overshadowed by their personal conduct. The phrase "ABC Always Be Cheating" became a viral, cynical summary of the events, suggesting a culture of moral laxity at the network.

The Origin and Context in Gaming and Meme Culture

While the ABC News scandal provided the most literal interpretation, the phrase "ABC - Always Be Cheating" has an entirely separate, robust life in the online and gaming communities. Its origin is a clear satirical adaptation of the famous "Always Be Closing" (ABC) line from the 1992 film adaptation of David Mamet's play, Glengarry Glen Ross.

In the gaming world, the acronym gained significant traction through popular streamers and commentators, most notably the massively influential Twitch streamer Asmongold.

A Cynical View of Modern Systems

Within communities discussing massively multiplayer online role-playing games (MMORPGs) like World of Warcraft and other competitive titles, "ABC Always Be Cheating" is used to express a deep-seated cynicism about fairness and integrity. The phrase suggests that:

• Exploiting Loopholes is the Norm: Many players believe that in high-stakes or highly competitive games, success is often achieved not through skill, but through exploiting game mechanics, "griefing," or finding unintended advantages.
• The "Snowball" Effect of Cheating: The concept is often discussed in the context of a "snowball" effect, where one instance of cheating or rule-breaking leads to widespread adoption, as others feel compelled to cheat just to keep up.
• Criticism of Corporate Greed: The phrase is also applied more broadly to criticize game developers or corporations perceived as cheating their customers through predatory monetization, "pay-to-win" mechanics, or neglecting game integrity.

The term is frequently used in Reddit communities and on platforms like 9GAG to discuss everything from perceived corruption in The Game Awards to general societal issues, demonstrating its evolution from a simple gaming term to a broader cultural meme.

Topical Authority and Key Entities Surrounding 'ABC'

To fully grasp the cultural footprint of "ABC Always Be Cheating," it is essential to recognize the network of related entities and concepts that are frequently discussed alongside it. The phrase acts as a nexus point for discussions on media ethics, corporate behavior, and the integrity of competition.

Entities from the Media Scandal (ABC News)

• GMA3: What You Need to Know: The ABC daytime show where Robach and Holmes were co-hosts.
• Andrew Shue: Amy Robach's former husband, an actor known for Melrose Place.
• Marilee Fiebig: T.J. Holmes's former wife, an accomplished attorney.
• Kim Godwin: The President of ABC News who made the decision to bench and later dismiss the anchors.
• Gio Benitez & Stephanie Ramos: The correspondents who filled in for the benched hosts.
• 20/20: Another ABC News program where Amy Robach served as an anchor.
• The View: A separate ABC talk show that discussed the infidelity scandal.
• Infidelity: The core theme of the personal scandal.

Entities from the Gaming/Meme Culture (Always Be Cheating)

• Asmongold (Zack): The prominent Twitch streamer heavily credited with popularizing the phrase in the gaming sphere.
• World of Warcraft (WoW): A major MMORPG often cited in discussions about cheating and exploiting game mechanics.
• Glengarry Glen Ross: The source of the original "Always Be Closing" mantra that "ABC Always Be Cheating" parodies.
• Exploitation: The core concept the phrase critiques in the gaming and corporate world.
• Pay-to-Win (P2W): A common gaming term related to perceived cheating through excessive spending.
• Season 14 (League of Legends): A specific gaming context where the phrase has appeared.
• Force of Wind: A card game where the acronym has been used for a deck name.

The juxtaposition of these two worlds—the glossy, high-stakes environment of network television and the raw, cynical communities of online gaming—is what gives "ABC Always Be Cheating" its unique resonance. It has evolved into a versatile cultural criticism, adaptable to any situation where a perceived unfair advantage or systemic deception is at play.

The Lasting Impact and Cultural Significance

The enduring power of "ABC Always Be Cheating" lies in its ability to serve as a concise, memorable critique of powerful institutions. In the media context, the scandal surrounding Robach and Holmes highlighted the blurred lines between personal and professional conduct for public figures, forcing a conversation about media ethics and the integrity of news organizations. The decision by ABC News to part ways with the popular anchors underscored the company’s need to protect its brand reputation from the fallout of workplace misconduct.

In the gaming sphere, the phrase continues to be a rallying cry for players frustrated with game integrity issues, developer transparency, and the pervasive feeling that the deck is stacked against the honest competitor. Whether used to mock a cheating politician, a corrupt company, or a video game exploiter, the acronym has transcended its specific origins to become a universal expression of modern-day skepticism. Its continued use ensures that the legacy of both the GMA3 scandal and the Asmongold meme remains a relevant part of the digital conversation.