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This comes from a brazilian saying. It basically means that if you're making jokes and someone gets offended ( on a personal level ), that is no reason to stop making those jokes. This, of course, isn't an excuse to just be an asshole, and must be used with nuance. The saying could also be directly translated to
"It's better to lose a friend than to lose a joke"
Guy 1 (whose wife died to stillbirth): Wow, these celebrities are crazy
Guy 2: What happened?
Guy 1: I checked the news, and it looks like the rapper DaBaby killed his wife
Guy 2: Well, "The Baby" also killed YOUR wife
Guy 1: Low blow dude
Guy 2: It's better to miss a friend than to miss a joke
(joke here)
OMG BRUH IM FUCKING CANCELLING YOU
He missed the joke
You simply missed the joke. This is a bad thing on the social media. Avoiding this mistake is recommended.
Typer 1: Wow that’s not funny. I did not laugh!
Typer 2: But it’s a meme it’s supposed to be funny.
Typer 3: You missed the joke.