That ubiquitous phenomenon that has permeated practically every facet of our modern lives.
Some however, are just plain bloody stupid...
One thing you don't do in the Pamplona Bull Run is slow down, much less to indulge in a vain attempt to take the world's riskiest selfie.
Unfortunately for this gent the stunt may have spectacularly backfired - he is now being hunted by police and could face a fine of €3,000 (£2,388) under laws passed this year to eradicate just such foolhardy behaviour.
And if that wasn't humiliating enough, it's still nowhere near as good as this bull-inspired attempt...
Suggest a correction