Yeah, I've never understood shows like this that are supposed to encourage true shadenfraude, as if we should find it entertaining to watch the genuine suffering of another person.
Also, @the_borderer: while paying people or offering them the chance at a prize in exchange for them doing something they would find unpleasant isn't coercion in the strict sense, it is still exploitative. It's all a matter of degrees - hobo boxing is clearly unacceptable, and working a 12 hour shift at a boring job is usually fine. This is somewhere in the middle, and it was far enough for me that I didn't want to watch it.
Maybe I'm just over-sensitive, but I'd even extend this to things like Jackass and to a show here called Total Wipeout, where one of the games involves spinning half a dozen people very quickly on a motorised merry-go-round and then getting them to do things while dizzy. The person I was with introduced it by saying "someone was sick once, and they're strapped in so it went on everyone else!". Ugh.