man, I've put a smile there for a reason... The "help" is brought up as a device to illustrate the difference between at-will fun excitement and against-will panic. No sane person would be forcing another to not breath ( until of course it is a part of the job, ie. like police - chockholding into submission - or military investigators - waterboarding and the like)

Edit: to "mdup" below - i've specifically mentioned "until of course it is a part of the job" above - the major aspect of Milgram experiment was to present to the experiment subjects the shock delivery as a "duty".