It's for charity, of course, the man electing to live in HMV's Oxford Street shop window for 127 hours.
He'll be lucky to survive there for 127 hours, as doubtless within the first six hours there'll be a decline-inspired change of direction handed down from HMV head office and he'll discover his window has been replaced with a touch-screen eReader ordering booth.
Still, he's heading for his window, and who better to weigh up what he has in front of him than Gennaro Castaldo, HMV's head of sleeping in the office:
HMV's Gennaro Castaldo said: "Obviously, there's little comparison between the relative comfort of a shop window on the world's busiest shopping street, where tens of thousands will be able to observe you, and a rocky crevice in the middle of nowhere cut off from all human existence.Yeah, it's not like he's in a Zavvi or anything.
"However, this attempt won't be without its difficulties and challenges, and while Luke's arm will remain safely attached to him and he won't be forced to drink his own urine."
The references to crevices and urine drinking are becauss the stunt has been inspired by 127 Hours, the movie about the bloke who cut his own arm off rather than spend any more time in Utah than he absolutely had to.