BJJ popularity

Jiu-jitsu classes are a way for pampered Westerners living in affluent societies to prove themselves as tough individuals capable of enduring hardship. Westerners dislike the idea of their weakness in comparison to people who are doomed to survive in third world countries without money for even the cheapest food, so they go to jiu-jitsu classes to get suffocated and injured—they vitally need confirmation of their worthiness.