It's a thing from Avengers between Tony and Pepper
Tony: "Please, Stark Tower is your baby. Give yourself... 12% of the credit."
Pepper: *incredulous look* "12%?"
Tony: "An argument could be made for 15."
*a bit later (too lazy to type the whole thing haha)*
Tony: "I thought we were having a moment."
Pepper: "I was having 12% of a moment."
Tony: "Please, Stark Tower is your baby. Give yourself... 12% of the credit."
Pepper: *incredulous look* "12%?"
Tony: "An argument could be made for 15."
*a bit later (too lazy to type the whole thing haha)*
Tony: "I thought we were having a moment."
Pepper: "I was having 12% of a moment."