A cheeky Celebes crested macaque named Naruto, who snapped a few selfies with an unattended camera in Indonesia’s Tangkoko, has shot his entire species to fame. The photos went viral, and garnered the yaki, as they’re locally known, legions of fans worldwide. A high-profile lawsuit ensued – does Naruto own the copyright to his photos? The answer was no, but all that publicity was probably just what was needed to boost awareness of the conservation needs of this relatively unknown primate.