What The Hell Is A 'Fire Challenge,' And How Could It Not Go Horribly Wrong?

We see a lot of raw stuff around here, but this appalling video sets a new bar for inexplicable actions.
Footage of this “fire challenge” shows a man putting flammable liquid on his naked torso. He then asks for a lighter and intentionally ignites the liquid, causing him to run screaming for water to put the fire out.
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