Sponsor's idea. Helps to advertise the sponsor's brand.
The pimps should copy the idea. Imagine:
"Finisher. 2 rounds, 2 gals, 1 hour."
"I completed a 24-hour f**k marathon"
"Finisher. Sunrise-to-sunset f**k fest."
"F**k to the finish. 1 company of soldiers took out 1 platoon of whores."