Netflix said Friday that some 45 million users already had watched its original movie Bird Box during its first week. Today, it’s urging them not to emulate it. Please.

Director Susanne Bier’s film stars Sandra Bullock a woman who joins two children (Julien Edwards, Vivien Lyra Blair) in making her way through a dystopian setting along a river — all while blindfolded. In this postapocalyptic world, an ominous presence drives much of the world to suicide simply by looking at it.

So of course, in this social media-obsessed culture, people have been donning eye blinds and trying to do stuff. Sometimes with painful results. Check out a few examples below that led Netflix to tweet this today:

And why does the global streaming leader feel compelled to advise its users against taking the Bird Box Challenge? To wit (and as the late Helen Lovejoy often pleaded, “Won’t someone please think of the children?!”):