This reminds me of an interesting documentary about a guy in India who goes around villages debunking the magic tricks of con men "Gurus" by actually showing regular folks that they too can do "miraculous" things like pull cars along by body hooks.
Basically it boils down to two things:
1. The epidermis is stronger than we think.
2. Have respect for the laws of physics.
If it's done right, I don't think the dude in the picture suffers any permanent physical effect; kinda the same prinicple as the bed of nails.
The pleasure of it is "mind over matter" I guess.
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