@Riverflows is on the right track here - it's just a new package for ancient wisdom of self-discipline. Just like most cultures have a tale of the flood, most have stories about the necessity of self-control.
In general, comfort is a constantly escalating desire. There's no bottom to wanting just a little bit more!
We have another interview coming up with a researcher who studied Hof's ability to voluntarily control his involuntary immune system - and how he actually taught others to do it!
Seems like there's all kinds of benefit. Discipline makes you strong, meditation and breathing makes you able to control inflammation, lack of inflammation makes it easier to tolerate pain, decreases depression, etc.
Must fight the good fight...