You watch a man sat at a bar striking up a match and letting it burn down until it burns him. He does this until you ask him what he is doing. He will tell a tale of how he watched a man strike a match and let it burn for over 40 seconds.
The man will let you try, and if you are able to succeed in keeping the match lit he will give you a crisp £5 note. After you have failed and burned, he will want to try again for the same stake.
Got to be worth the risk to watch him burn himself again?
This doesn't end with the stranger burning himself, rather you losing £5.
This takes a little practise, but can be quite easy to do. Light the match and turn it upside down, waving it slowly side to side. Your goal is to get the flame smaller, but not to extinguish the it. The smaller flame stops the stick burning as fast, therefore can burn for a longer time. £5 Please.