A clip of a father abandoning his wife and children to run for his life as an avalanche tears down a mountainside towards them has gone viral.
But the footage is not quite what it appears.
Gizmodo broke the news that the video was actually "totally fake", which isn't entirely true: it's the pivotal scene from Force Majeure, a Swedish black comedy released in cinemas to widespread acclaim in 2014 and available on Netflix thereafter.
In the film from director Ruben Ostlund - who is hardly obscure, his follow up The Square winning the Palme d'Or at Cannes in 2017 - a happily married couple take their kids to the French Alps for a winter skiing holiday, only for the father, Tomas (Johannes Bah Kuhnke), to commit the act of cowardice seen in the viral clip.
His wife Ebba (Lisa Loven Kongsil) attempts to gloss over his selfishness once everyone is safe and sound, downplaying the seriousness of the betrayal for the sake of their son and daughter while privately tormented by doubts about the future of her marriage.
Guy Lodge, a film critic for The Observer, was particularly unimpressed by Gizmodo's treatment of the phenomenon.
That a bunch of people who would never consider watching a Swedish film thought a scene from FORCE MAJEURE was real… https://t.co/gJ5qenHRLJ