What is it with churidars?

Two recent Google referrals (and there have been others):
man putting ice cubes into churidar of woman
churidar sex
Churidars look like this:

(I have borrowed this image from what appears to be a
Swedish site describing Indian clothing styles.
It also includes pictures of salwar-kameez & dupatta,
which is what I wear most of the time)

Churidars are worn covered by a long top, so that you generally only see the tight lower part. They can be worn by men and women. (Here's a picture of the male version). They're nice and all -- I wear them frequently myself -- but I can't figure out why one would particularly want to put ice cubes in them -- I mean, as opposed to any other garment.

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