This is a life-size Milgram experiment (among others)!
The difference between the milgram experiment and what's happening now is the current experimenters don't have monopoly on all the inputs and also the environment the experiment is taking place in. In fact, I'd say they have control of very little. Mass media and the law - that's it.
If it's anything, I think it's an experiment of how much an absurdity can be pushed and how absurd can we make that thing.