When people write out a word, and want to indicate that the word is being said in a way that extends it out...and they repeat the wrong letter(s) compared to the letter that is actually extended.
The earliest example I can remember, was a used car dealership in my small town. They applied lettering decals to the windshields of the cars to catch your attention. At the time, "The Mask" was popular and in the current pop culture consciousness.
One windshield said "Somebody stop this deal!"
The one that annoyed me, was another one that said, "Smooookin!"
But...the character in the movie said it with an extended "s" sound, like a cartoon snake ("S-s-s-s-smoking"). But the way they wrote it, was like a cartoon cow. ("S-moooo-kin!")
Today, I saw someone mean "SAAAAAME!" or "SSSSSSAME!" but they wrote it as "SAMEEEEEEE!" which is dumb because that's not the letter that's extended, but doubly dumb, because the "e" in "same" is silent.