Anything that's been elaborately constructed to perform a simple task in a highly convoluted sort of way is given the Rube Goldberg seal of approval. Internet geeks spend many hours constructing these chain reactions, posting them on the web, and trying to one up each other's creations. Most of these involve everyday household items, but those crazy Brits have devised the ultimate, end-all Rube Goldberg machine — involving humans. It's an advertising ploy, but it's still fun to watch.
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