Welcome to Fight Club. The first rule of Fight Club is: you do not talk about Fight Club. The second rule of Fight Club is: you DO NOT talk about Fight Club! Third rule of Fight Club: someone yells "stop!", goes limp, taps out, the fight is over.
Another picture I think is a good representation of Fight Club is this one. The movie constantly focuses on cigarettes and cigarette burns but not only that, the carton of cigarettes has the rules of Fight Club on it.