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It happens not just in variety shows. I've seen pranks being played on the news as well, but the point I'm making is that this happens a lot in the entertainment industry for the sake of grabbing some limelight. Ichiki himself also stated in his blog entry that it's part of the job.
As to the second statement, that's also why I consider this whole incident to have been blown out of proportion by the internet brigade. If the incident had simply been allowed to lay low, it would only be known by a select few such as Sugita. But now that it's all over the internet, his reputation is absolutely tarnished. Ichiki will forever be marked as a guy who can't take a joke and rebels against the animation studio he's working for. Which director would want to hire him now?
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