The ring-tailed lemur wants his back scratched. When the two small boys crouching near him stop, the habituated animal taps the spot, appearing to demand that the kids continue rubbing. This YouTube video, shot on the African island of Madagascar, went viral last week, making the rounds on Twitter, the TODAY Show, Mashable, and elsewhere.

It’s easy to understand the video’s popularity. With their plush fur and winsome eyes, the distant ape relatives are endearing creatures. And the video does seem funny at first glance—a bossy little animal demanding a back scratch isn’t something you see every day.

But to environmentalists, the video’s neither cute nor humorous. That’s because it’s missing crucial context showing the severe threats facing lemurs, says