An unidentified man somehow set himself on fire at an adult book store  in California. 

An employee said the man was watching a movie when he ran screaming from the store.  Emergency vehicles responded and took the burning man to a hospital.

According to the Daily Mail, 90 percent of his body is burned.

I am sure people "explode" in those movie rooms all the time, but actual catching on fire, damn!

There has  to be more to this story.  Fire fetish?  Is there such a thing?

Should this ever happen to you, three words:

STOP!  DROP!  ROLL!