I agree with the Doctor quoted in the OP article: "They're idiots."
Serves the person absolutely no purpose, and it's pointless. Even if it shows how "resilient" they are, (in their own mind), who's going to care? It's like winning a staring contest to see who can avoid blinking the longest. It's a victory only to the individual.
Having just recently returned from an 11-hour flight from Europe to the USA, I'll happily say I'm glad I watched the movies and TV shows I did, enjoyed the meals and beverages I did, and even the nice nap I took. Meanwhile, Mr. Sleep-Deprived can congratulate himself on having the world's strongest bladder.
Just ridiculous. Time to prove how good you are at the Cinnamon Challenge!
Dave, smdh