A gene therapy firm boss dropped his trousers and injected himself with an untested herpes vaccine on stage in a shock live experiment to convince people of the product's safety and efficacy.
Aaron Traywick, 28, CEO of Ascendance Biomedical, performed the first ever attempt at a DIY herpes vaccine and cure with a gene therapy, only previously tested on mice.
He plunged the needle into his bare leg in front of a live audience at the Body Hacking Convention in Austin, Texas, America, on Sunday.
The company is developing therapies that allow people to hack into their own DNA to alter it in a bid to create immunity - and cures - to diseases.
Mr Traywick claims it is the first application of an "open-access gene therapy system" which can deliver any number of immunities or treatments for diseases your body does not have natural antibodies to fight on its own.
He believes it can be a "powerful tool in a person's genetic arsenal".
But some medics have warned that the technology has not been adequately tested and that allowing people to experiment with their own DNA at home may be enormously dangerous.
The FDA recently warned against the therapy, stating that the sale of DIY gene-therapy kits is illegal.