Possibly the Coolest Sport Ever: Cheese-Rolling

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For some reason, I find this picture absolutely hilarious. Who DOES this?? Who chases after rolling cheese??

From Serious Eats:

Every year on Cooper's Hill in Gloucester, England, a cheese-rolling race is held. No, it isn't a race between different rounds of cheese-it is something much better: One round of cheese is rolled down the hill and participants chase after it.