"Yes, yes Clint, be braver next time. Get closer to that lion, Clint. It's cool to be close to lions."

There are two kinds of people in the world: those of us who are alive — and those who have died at least once. And while we’ll all meet the end of our days eventually, some of those stories decorated with bravery, hope and virtue, others … well some people are dead because they were trying to take a picture of themselves to post it online.

As BBC reports, the latest known incident involving “death by selfie” is a 66-year-old Japanese tourist who met his demise after tumbling down the stairs at the Taj Mahal while trying to snap a photo of himself and a colleague. This brings the death toll to at least 12 known, “Google-able” fatalities resulting from the menacing selfie this year.

Has the world gone mad?!

Cailey Rizzo of Mashable points out that the dozen or so deaths from the trend is higher than that of the 8 human lives sharks have claimed so far in 2015 — which is an unusually high number of shark related fatalities to boot. The perfect selfie, she says, inspires some people to pose with loaded weaponry, hang on ledges, jump in front of moving trains, or even get too close to wildlife.

The problem has Russian authorities so worried they launched a “safe selfie” campaign earlier this year after dealing with what they’re calling an epidemic of fatalities and injuries.

"Before taking a selfie,” Yelena Alexeyeva, an aide to Russia’s interior minister tells Al Jazeera, “everyone should think about the fact that racing after a high number of 'likes' could lead him on a journey to death and his last extreme photo could turn out to be posthumous."

So congratulations world, vanity is now a bigger killer than the ocean’s most evolved predator.

It’s like mama always says, “You cain’t spend them likes in heaven.”

No mother, we most certainly will not be able to take our likes to heaven …

From Russia's Safe Selfie Campaign

– Courtesy Russian Ministry of the Interior – Russian safe-selfie campaign

But let's be honest, we'd totally "like" these if any of the following were our social media "friends." Especially if it's that one dickwad from high school that won't ever leave you alone. "Yes … yes Clint, be braver next time. Get closer to that lion, Clint. It's cool to be close to lions."

… and don't you do this. Don't you ever fucking do this.