How far would you go for the perfect holiday selfie? Would you risk your life?
That's what tourists are doing when they dangle themselves off Norway's Trolltunga, braving a 700m fall and almost certain death.
"It's idiotic behaviour. You can fall and die, it's that simple," tour guide boss Jostein Soldal told local media.
The warning comes after a Swedish tourist uploaded photos of a group of Brits taking turns to lower themselves off the edge of the strange rock, which juts out the side of a mountain.
"Everyone around was silent as they watched and a few were taking pictures themselves," photographer Sarah Persson told Norway news site The Local.
Ms Persson said the Brits "looked like they knew what they were doing", but nonetheless wasn't keen to try it herself.
"I would never try something like that."
The Brits might have been copying Norwegian climber Magnus MidtbÃ¸, who uploaded photos of a similar stunt last month. Local police warned then they feared copycats would follow.
A second group of men caught on camera by Ms Persson didn't risk falling, but frostbite - stripping naked on the rock for their shot.
Earlier this year Norway's tourist agency pioneered the concept of the 'safie' - a selfie taken with a fake picaresque backdrop, letting people get great shots without great risk.
It's only been a few weeks since Australian exchange student Kristi Kafcaloudis fell to her death from Trolltunga, but her family insisted she was not taking a selfie.