"The Cinnamon Challenge" is a useless test of strength in which two contestants eat a spoonful of cinnamon and try not to throw up or ruin their ability to eat food for the next three weeks. Like most of the coolest in life, there's no point to it other than proving that it can be done. Then again, it's significantly less impressive than climbing Mt. Everest.
JaVale McGee and Nick Young, two former employees of the Washington Wizards, are exactly the kind of people who think taking this challenge is a great idea. So, as part of their YouTube series, they did it. And it does not look comfortable whatsoever.
It's worth noting that McGee and Young probably would have done this even if there weren't a lockout -- that's just who they are. But, with no games to play, they also have a lot more free time to act like fools. Everything has a silver lining!