I wouldn't want to use similar language to describe someone trying to help others find a trail.

I do not equate the kind of rock stacking being discussed here with making a rock cairn as a trail marker.

This new fad of rock stacking has no functional purpose, other than to display how cleverly you can balance rocks on top of each other. It's a bit like making sand castles at the beach, except the tide doesn't come in twice a day to erase your handiwork as if it never existed. They last.

Cairns marking trails have a valuable function where the trail would not otherwise be apparent. They are built to last, but not as monuments to one person's ego.