The recent fires in California have had many tragic effects. Many have lost their homes, possessions and livelihoods, and it has been a stark reminder that even the wealthy and privileged are not immune from a truly awful, life-changing event. Regrettably, however, the disaster has attracted a small but vocal number of people who ostensibly have offered their time and resources to provide much-needed assistance – but in reality seem more interested in creating #content to share on their social media.