Are you psychotic?

What the crap?

I caught this show on the Sci Fi channel (no, not their new Flash Gordon series). It's called Mind Control with Derren Brown - he's a British guy, looks to be about my age, and he does "psychological magic" where he gives the impression of psychic power and/or mind control, but without pretending to be psychic. He doesn't explain all the tricks - no good magician does - but his show's website does reveal some of the psychology behind them.

On tonight's show, he has a psychologist do "word dissociation" with him. He says a word, and the shrink is supposed to say a word that has nothing to do with the original word. But, before he says the "source" word, he writes a different word on a piece of paper (outside the sight of the shrink, who takes residence on his own couch). They go for five rounds.

Round 1: He writes orange, he says suit, shrink says apple.
Round 2: He writes trash, he says picture, shrink says horse.
Round 3: He writes water-ski, he says eating, shrink says water-ski.
Round 4: He writes school, he says tie, shrink says school.
Round 5: He writes buffalo, he says [nothing], shrink says buffalo.

No clue how he pulled that off.... unless he really is psychic, and is just pretending to not be! That would be a brilliant scam.