Climbing peaks in the Alps has been compared to playing “Russian roulette” for social media-inspired mountaineers without an experienced leg to stand on.
Critics say it’s become so commercialised that it’s basically a giant Instagram content playground for brands to pump their stuff through social media.
Browsing the vitriol in the various chats and forums in categories like Families, Gurus, Instagrammers, Bloggers, Influencers, and Celebs has been described as “dipping a foot into an acid bath”.
Some of these pilots have more followers than Hollywood celebrities, and could afford to quit their day jobs to become Instagram influencers.