As a man who was born a Chad (I keep telling myself), I am immune to the “looksmaxxing” trend, but apparently a lot of men have fallen prey to it, and it’s hurting them.

But for some young men who participate in an online community called “looksmaxxing,” those self-critiques can become excessive. And the criticism they receive from other members — and their suggested remedies, which can include self-injury and surgery — are even more extreme.

Looksmaxxing is, on the surface, about trying to look your best in order to attract a partner. But a new study from Dalhousie University says while the community is framed as self-help, it can be harmful to participants.

This shouldn’t be a surprise. If you tell people that their only value is their appearance, they’ll obsess over their looks. We’ve known this for years from the way our society treats women, and now young men are being hit by the phenomenon.

Green says the hypersexualization that women have felt for decades has been hitting guys acutely in recent years, with social media messages that push the physical ideals of being tall and muscular.

“I happened to be at a hotel gym just last week and the manager of the gym said this place is packed with teenage guys from like 4 until 6 in the afternoon, but no one’s doing any cardio,” says Green. “They’re all doing weight training.”

They’re not doing this for their health, but to impress other even more obsessed people online. The source of the problem isn’t individuals — they’re getting screwed up and are victims — but a whole shallow, superficial culture that skews people’s perspectives, and it’s actually killing people.

Halpin says the looksmaxxing community can cause harm in several ways, firstly by creating body image issues in men and boys.

“They’re finding flaws that I think people outside of that community wouldn’t really find,” he says. “So, they’re teaching people how to look at their bodies in a really critical, negative way.”

The solutions members suggest to remedy perceived physical shortcomings can also be risky and cause harm, Halpin says.

But most disturbing, Halpin says, is the regular encouragement participants give each other to die by suicide.

“We saw numerous men being told that they’re beyond help, beyond saving,” Halpin says. “It’s like, your appearance is set, nothing you can do will help you and you should complete suicide because looks are all that matter and you’re going to have a terrible life because you’re an ugly man.”

We should take this problem seriously, but then I learned about the fad of “mewing,” the practice of pushing the tongue against the roof of the mouth to achieve a more masculine jaw. Fine. That sounds harmless, and mostly pointless. But then I learned about the origins of the practice. It’s promoted by this squirrely looking guy:

The term ‘mewing’ originated with Mike Mew (pictured above) and John Mew, British orthodontists who promoted a technique that purports to change the structure of the jaw.

There’s nothing wrong with his appearance, but he doesn’t represent some kind of classical ideal of masculinity — he’s just a guy. Maybe we can cure people of “looksmaxxing” by sharing that photo around.

Sure. And then people will start floating photos of George Clooney around. We all want to look like handsome George.

Did you know that early in his career George Clooney starred in a movie called Return of the Killer Tomatoes?

We’re all a little bit squirrely. It’s part of our charm.