A video of a vegan travel vlogger crying over a truckful of sheep has been viewed more than 300,000 times since it was posted on Tuesday.
Kristin Lajeunesse was on the Cook Strait ferry heading from Picton to Wellington when she made the tragic discovery.
"I came to that back of the boat because I thought it would be, you know, beautiful" she said ominously, panning to reveal a truckload of sheep and beginning to sob.
"I'm sorry," she said to her fellow vegans, wiping tears from behind her glasses, "I just feel so helpless."
She signs off with a quick shot of Picton, mountains overhead, "This is what I came to show you - but it all seems so meaningless now."
Some commenters agreed that our country's livestock trucks are inhumane, but as the video's popularity grew, a less sympathetic set of commenters gained traction, with many pointing out that the sheep may not be heading to slaughter at all.
Others took a lighter approach.
The video has attracted Lajeunesse's biggest online audience by far. No word from Kristin Lajeunesse as to whether this has provided her with some comfort.