Why? because its bragging rights.
Long ago, growing up in the Louisiana swamps, everybody had big mudder trucks. Most of my friends had dodges, jeeps, chevys, etc. A few of us had Toyotas. Mine had a 14 inch lift with super swamper 44" tires and I never got stuck. ever. ( i have broken a rear driveshaft and had to drive home in front wheel drive only, but thats another story) Anyway, one night during our mudding adventures, one guy got stuck in a deep puddle. The Toyota that everyone looked down upon was the only truck who could get in and pull him out. So naturally, once clear of the hole, i didnt stop. I kept pulling for another 100 yds or so 'just for bragging rights'. That story went around for years and i never heard anybody put the 'Yoda down aftrwards!
but yes, i do think this guy went a little too far!!