Rolling Down the Hill next to Some Cheese

At one point it was acceptable to walk down a hill, run down it, and even roll down it. In this sport, people run down the hill as fast as humanly possible. Only this time they release a piece of Double Gloucester cheese first. Originally the intent was to see who could beat the cheese down to the bottom. Since it was made obvious that this clearly cant be accomplished, now whoever makes it to the bottom of the hill first wins. The cheese can reach up to 112km/hr. This event is held once a year in Gloucestershire, UK. I think this event is a little obscure. It seems like a unstoppable series of injuries and collisions. In fact, one time the cheese took a wrong turn and injured a spectator.