I don't know, something about that reminds me of how my friend's little brother used to cry whenever we touched him, just to get us into trouble...I think the guy is either doing it for the camera, or for the attention of these other people...
Who video tapes a pillow fight anyway? I taped my friends (who are brothers) fighting on my lawn once, but they were for real fighting...and it was hilarious. But pillow fights? Maybe girls in panties, but not grown men...