You guys, this is why we can't have nice things.
Netflix has had to issue a stern warning for fans of its latest blockbuster hit Bird Box to cut it the hell out after an internet challenge based on the movie went viral.
On the slight off-chance you haven't yet watched the Sandra Bullock flick - which would be hard, as it smashed records with a jaw-dropping 45 million streams in the first week of its release - the premise revolves around the characters being blindfolded in order to survive the mysterious monsters now occupying their post-apocalyptic world.
At one point, Bullock's mother-of-two Malorie is forced to row down a river for more than 24 hours, all while blindfolded - and now the general public has apparently taken that as a direct challenge to see if they can do the same.
Some examples include a bloke accidentally running his kid into a wall, teenagers tripping over in driveways and groups walking around New York, clinging to each other for guidance.
As a result, Netflix has stepped in to remind people that the #BirdBoxChallenge is, you know, a pretty dumb idea.
"Can't believe I have to say this, but: PLEASE DO NOT HURT YOURSELVES WITH THIS BIRD BOX CHALLENGE," the streaming giant tweeted on Wednesday.
"We don't know how this started, and we appreciate the love, but [characters] Boy and Girl have just one wish for 2019 and it is that you not end up in the hospital due to memes."
While Netflix rarely releases data on the success - or failures - of its content, they broke their own rule to laud Bird Box's numbers, which equate to roughly one-third of its customers streaming the thriller.
Here's hoping not all of those viewers attempt the #BirdBoxChallenge, hey?