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Dog owners everywhere are confounding their pups with the latest internet craze, known as the “What the Fluff” challenge. The rules are simple. With pets looking on, wannabe tricksters hold a blanket in front of them, then quickly run away as they drop it, leaving nothing behind. Videos of the prank are going viral online, with the pups going wild and desperately searching for their owners, then jumping for joy when mom or dad are found.