Um... come again?

Please, somebody, make sense of this for me. In the tradition, I imagine, of running with the bulls, the region of Gloucestershire has an annual festival of cheese rolling. The most perplexing photo here is captioned "Competitors chase a Double Gloucester down the steep Cooper's Hill, a 200 metre race fraught with danger." Judging from the actual article, their concern is justified:

The winner, window fitter Chris Anderson, received his 9lb Double Gloucester as he was taken away on a stretcher with a sprained ankle.

Well, some lasting pride, anyway...

(via pal CHug)