Netflix's hit film Bird Box took viewers and Twitter by storm and spawned hilarious memes.
Unfortunately, it also inspired the Bird Box Challenge, in which people film themselves blindfolded.
This is so dangerous that Netflix has put out a PSA begging people to not deliberately blind themselves.
Bird Box was a hit on Netflix during this holiday season.
It was thrilling and compelling and Sandra Bullock is, as always, an inspired casting choice.
Unfortunately, there is such a thing as too much of a good thing, as evidenced by people participating in the "Bird Box Challenge."
In the film, the characters must wear blindfolds most of the time in order to avoid being driven to kill themselves by violent apparitions.
Some Netflix viewers with too much time on their hands decided to "challenge" themselves to navigate while blindfolded.
Whether it's in their homes or outdoors, the results tend to be either boring, messy, or dangerous.
Putting on a blindfold does not magically transform you into the titular character of Daredevil.
In fact, outside of the bedroom, it usually just leads to injuries.
This is so bad that Netflix themselves have stepped in on social media.
In a tweet on Wednesday, Netflix implored their followers to let this trend die as quickly as it sprang into being.
"Can’t believe I have to say this," the tweet begins. "But: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE."
"We don’t know how this started," Netflix says. "And we appreciate the love,"
"But Boy and Girl have just one wish for 2019," the tweet reads.
Netflix concludes: "and it is that you not end up in the hospital due to memes."
That's a pretty good wish.
Unlike actual memes, which involve photos and videos and are usually harmless, challenge culture can be dangerous.
Popular on video-sharing sites and especially on YouTube, people vie for social media clout by emulating others.
The pressure to make your video not only watchable but sensational -- in the hopes of going viral -- can be dangerous.
Participants -- especially teens, but also grown-ass adults -- can and do endanger themselves in their desperate effort for clicks.
Viral fame can transform someone's life, so they're willing to risk it all.
But you know what else can change your life?
A life-altering injury. It's right there in the name.
This of course brings to mind a challenge that was passed around in January of 2018.
Harmless memes shared on social media about forbidden snacks -- household items that people had resisted eating as children -- spawned a challenge.
The Tide Pod Challenge was mostly an inflated joke, as people would edit videos to make it appear that they ate laundry detergent.
There were people who, perhaps not realizing that the videos were edited, were not in on the joke.
A few people tried to earn social media clout by actually putting tide pods into their mouths.
Though only a handful of people genuinely participated, we would remind members of the TGH Nation: please do not ingest bleach.
Just as you would not ingest dish soap in the hopes of racking up YouTube views, please do not participate in the Bird Box challenge.
We don't know how many people are actually doing it and how many are filming themselves acting out rehearsed blunders.
Regardless, actually depriving yourself of eyesight for fun is just a recipe for disaster.
Head injuries are no joke. And quite frankly, neither is a stubbed toe.
If you are lucky enough to have eyesight, use it to navigate your world safely.
Not everyone is so lucky.