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Massively popular phrase used [all the time] in England to describe that exhilerating moment just before a big event like a victory or a [total fuck-up]. Comes from the famous commentary in the closing moments of the 1966 [World Cup Final] - "Some people are on the pitch ... they think it's all over (Geoff Hurst scores to put England two goals ahead)... IT IS NOW!". England beat West Germany 4-2 after extra time to become world champions. Too bad we can't do the business on the pitch these days...
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