i've started saying it as a catch all response when i can't be bothered reassuring or empathising with someone (i blame living with many women). Thats what everyone seems to do. Whatever, its a totally derogatory and superior thing to say, as if the object of your "awww" is some pathetic lower form. And every time i do i hate myself that little bit more
Seriously, everyone who's ever used this expression should be disposed of without mercy. Even if they're looking at a totally cute picture of a fwuffy bwunny.
And yes, i'm perfectly willing to sacrifice myself for the good of mankind