Accounts like Jiffpom (the fluffy Pomeranian) or Grumpy Cat (RIP) have generated millions in revenue. However, this has led to a dark side. The demand for novelty has resulted in the rise of "carefully curated suffering." Creators have been exposed for putting animals in dangerous situations (balconies for "daring cat videos"), dyeing exotic animals for aesthetic appeal, or staging "rescue" videos where an animal is actually put in harm's way just to be saved on camera.