Yet all David Blaine is doing is sitting in a box.
It's now two weeks since the American illusionist commenced his latest stunt.
But as Nick Glass reports, it's the people who've come to visit him who have been grabbing the headlines so far:
It's been a wretched couple of weeks. All the attention any illusionist magician could dream of.
But what deprivation! No food, no music, no conversation, no books, no Sky television, and barely enough room to swing a catheter.
And the vague feeling, scraping off the egg yolk, that not everybody below likes him.
A weaker man might become paranoid - might see mirages - a giant gerkhin across the river.
David Blaine wanted his box hanging over the Thames. But had to content himself with a spot over the riverbank - rented from Southwark Council.
There are the water and power lines for the Blaine box. Someone tried to cut them during the week. A cleaner from Godalming has been charged.
A model helicopter briefly circled the box, with a tempting hamburger.
And of course, there's been some less friendly egg-throwing. Someone also got his golf clubs - and took aim from Tower Bridge.
It's hard to know exactly why David Blaine is testing himself this way. In previous stunts, in New York, he's been buried in a coffin, he's been encased in ice, and he's stood on a pillar for a long time. He talks about "the purity of suffering."
Blaine intends to stay in his box for 44 days in all. His only sustenance - they tell us - is water. He's apparently drinking four litres a day.
What goes in - eventually has to come out. And this bit usually raises a cheer from below.
Nothing much else is going on.
David Blaine - you'll be glad to know - is writing a journal. He's expecting to lose 50 pounds in weight.
We are promised documentaries - from Sky and Channel 4 - and eventually a DVD.
No one is talking money. Suffice it to say that David Blaine owns all the television rights.
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