Business in Mexico

Two guys decide to start a bungee jumping business in Mexico.
They travel to Mexico city and set up in a very busy square
in the heart of the city. As they are constructing the tower,
a crowd begins to assemble below. The first guy jumps.
He bounces at the end of the bungee cord, but when he comes
back up, the second guy notices he has cuts and scratches on him.
As the cord expands, he bounces again. On his second bounce, he's
bruised and bleeding. On the third bounce, his partner is able to
reel him in. He's broken several bones and is almost unconscious.
"What happened? was the cord too long?" asks the partner.
"No, the cord is fine," says the first guy. "But what the heck is
a pinata?"