The phrase “what the heck is this” is an expression of surprise, confusion, or disbelief. It is often used when someone encounters something unexpected, strange, or difficult to understand. The term “heck” is a milder alternative to a stronger expletive, making it suitable for informal or everyday conversation without sounding overly harsh. The speaker might be reacting to an unusual situation, an unexpected event, or something that doesn’t make sense to them. If you provide more context, I can offer a more specific interpretation!