We often think of pain as intrinsically bad, and the avoidance of pain is a fundamental evolutionary drive of all species. How can we then explain widespread cultural prac- tices like certain rituals that involve the voluntary infliction of physical pain? In this paper, we argue that inflicting and experiencing pain in a ritual setting may serve important psychological and social functions. By providing psychological relief and leading to stronger identification with the group, such practices may result in a positive feedback loop, which serves both to increase the social cohesion of the community and the continuation of the ritual practices themselves. We argue that although the selec- tive advantage of participation lies at the individual level, the benefits of those practices de facto extend to the group level, thereby allowing extreme rituals to function as effec- tive social technologies.