They had 39 young heterosexual men drive both "a 2006 Porsche 911 Carrera 4S Cabriolet estimated to be worth over $150,000" and a "a dilapidated 1990 Toyota Camry wagon having over 186,000 miles," each for an hour, split evenly between city and and highway driving.
Maybe consumerism is more of a drug than you can possibly imagine.
Hat tip @andrew_chen