As "Stone Cold" Steve Austin, he was portrayed on-screen as an anti-authority rebel who would consistently cuss and defy the company rules and guidelines of WWE Chairman Vince McMahon. One of Austin's taunts during the Attitude Era was to show the middle finger. In August 2001, he began using his catchphrase "What?" to interrupt wrestlers who were trying to speak and to allow fan participation chants. Audiences at WWE shows have since widely used this chant during performer promos. Austin would consistently celebrate in the ring by drinking and pouring beer.