Internet memes are all fun and games until someone falls from a seventh-floor balcony and dies.

That’s what happened to an Australian man while planking.

For those who haven’t yet heard about this phenomenon, planking is the act of lying flat on one’s stomach in an interesting (sometimes dangerous) setting while someone snaps a picture of you. Then you post the photo online. And—that’s it.

Apple employees do it.

The Dutch do it.

Naked dudes do it.

Chris Hardwick does it.

So, how long will planking last? Perhaps a better question: When was the last time you got iced?

(Image via)