High in the Dolomites, where altitude and silence once served as natural gatekeepers, a small mountain refuge has found itself overwhelmed not by weather or wilderness, but by the viral logic of social media. For thirty years, the Friedrich August hut baked its krapfen pastries in quiet obscurity; then food bloggers framed those pastries against sacred peaks, and the algorithm did the rest. The episode is less a story about tourism than about what happens when ancient landscapes are flattened into content — when a place of refuge becomes a destination, and beauty becomes something to be consum