Imagine a world where people actively queue to spend their hard earned money on small black rectangles that monitor their every movement, every thought, every heartbeat even, both overtly and covertly, and then uses this information for profit.
Yes, it's 2015, and while the conspiracy nuts will have you believing that it's all terrible, and that barbers are in the employment of the government ("hairs are your aerials to the cosmos, maaan"), this world of social media isn't so bad. When have you ever been closer to a cute cat video, after all?
That said, it's nice to take a break from the fast paced nonsense that is social media. And just like you, we do that by heading to a mountain, ocean, or park, and riding around, be that on a bike, board, or skis.
To be out, in the open, without that ringing of the phone, the email alert, the texts, the everyday buzz of modern life... that momentary escape is priceless.
Ski film cinematographer Ross Reid knows this, and decided to make a stand. And that stand is Tamashii, a ski movie about shredding lines in Japan, where all involved -skiers Karl Fostvedt, Anna Segal and Andy Mahre - deactivated their social media.
Facebook, Twitter, Instagram, and everything else was deleted, and the focus was about living in the moment, and for the riders to charge hard purely for themselves.
It's a fine concept, but we do have one, fairly big issue with it. If the project was just a trip where these guys went out and filmed a killer home movie, all would be well. However, the guys behind the film have taken to crowd funding website Kicktarter to help the film get published.
Of course, a Kickstarter campaign is nothing without social media, so the people that are behind Tamashii - which literally translates as 'no concept of irony' appear to want to have their cake and eat it. For a project that "explores and questions the ever-growing presence of social media and technology in our lives" it's relying pretty heavily on everything it appears to loathe.
The endless powder runs, and almost edible pillows make us want to climb through our monitor and get involved, but the preachy anti social media thing? We'll leave that to Chem-Trails Inc.