Rule number 1: never wrap the rope around your hand. Rule number 2: never wrap the rope around your hand.
I think they missed something in the "planning" stages of this project. Like the "planning" part... Thats a great video there. Reminds me of Sled Ed.
Buddy owns a tree service. Had a employee get severely hurt last fall doing exactly the same thing. The guy was sharp as a marble. No longer a employee.
That's one of the first things I would tell a new hire when they would pick up a rope. That and don't use your hands or feet to push brush into the chipper. Of course there was always going to be an idiot or two that would test me.
They have a tool called a porta-wrap that can easily prevent stuff like that from happening....... Or you could do a capstan wrap around a hook on the front of a truck, etc...... Heck even this is better than what that clown did.....and trust me, it works!