Bog Snorkeling

I haven't laughed this hard in a long time.
Leave it to the Brits. Bog snorkeling. You actually get on a mountain bike with snorkel gear and ride into an Irish bog. You go in over your head and try to make it out the other side of the bog.
And, yes, this is done on purpose.
My question is, how in the world did anyone ever come up with this?
Now all we need is Ben Stiller and Will Farrell to make a movie about this emerging sport.