I saw the Blue Man Group in Vegas about five years ago. One of my friends was picked from the audience for this trick.
It's done exactly the way the rep from the Blue Man Group Said. They put a camera up to (but not in) his mouth, and then played a video of an esophagal camera. This guy is just out trying to get an easy buck.

I am a fire performer (fire eating, juggling torches, etc.) and have done this in the past (it is in fact my myspace picture www.myspace.com/washudave). I would highly discourage people from trying this, while it is definitely possible to do it without burning yourself, it is not easy, and working on your own with directions from the internet won't help. If you want to learn and try fire tricks you should find a fire perfromance troop in your area (most major cities have them, just do a google search). Most troops are very friendly and willing to teach and also have excellent safety protocols.

It's not just starbucks. I remember seeing the same thing on a contest when I signed up for AOPA (Airplane Owners and Pilots Association). They were giving away a plane to get people to sign-up and I looked through the rules and saw that if a Canadian one they had to take a math test. In fact it may have been almost the exact same wording as above.