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Although it means 'at all times' or 'on all occasions', it has a special meaning to the "Harry Potter" fandom or "Potterheads". It is a word that is famous for Professor Severus Snape (The Half Blood Prince) who used it to state his love for Harry's mother Lily when Dumbledor asked him about his 'patronus'. Now it's widely used among the "Potterheads" to show their dedication towards something.
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