While it’s tragic that the mountain is going to add to its death toll on this, the idea of people queued up on the world’s tallest peak just for limited-time virtual merch, made me chuckle a bit.

After that Pokemon Go stampede in Central Park all those years ago, I’m feel like stunts like that are far more plausible than ever.

Edit: I also keep forgetting about the stuff RedBull does these days…