From late in the article,
For the viewer, it was the kind of compelling blend of unblinking physical horror you get from watching the last mile of an Ironman, but with the "Festivus Feats of Strength" curiosity and creativity of the aforementioned competition full of dudes named Magnus. I joked with one of the competitors that that the games would be on ESPN2 in five years. He shook his head. "Three." At the very least, as a spectator sport, it has raw potential, especially if they continue to serve three dollar beer and keep the whole low-carb carnival feel to the whole thing.
Scandinavians, by the way, were out in force and proud with it. Mikko Salo of Finland won the men's division, Annie Thorisdottir of Iceland placed 11th in the women's division overall, and the Danes provided moral support from the stands.