The site makes the obvious point so I can't joke about it:
The original concept was to investigate unique and unusual ways of making fire using everyday objects that one might be carrying around, should one be stranded in the wilderness. Of course, prudent hikers will probably be carrying a lighter or matches.
Even someone as allergic to nature as me could tell you that...
Yes I realise this has been all over the 'Net and back, but it's not like I'm above bandwagon jumping or anything.