This reminds me of a Smothers Brothers bit where Tommy talks about a tour of the Hershey's chocolate plant.
He got separated from the tour group, and was wandering around lost, when he stumbled and fell into a huge vat of chocolate.
So his brother Dick asked him what he did, how he was saved from a terrible fate.
Tommy said he screamed at the top of his lungs, "Fire! Fire! Fire!"
Dick said, "Fire? Why would you say that?"
Tommy, "Because no one would come if I yelled, "Chocolate."
Maybe when this poor guy fell in the vat of sewage, he yelled "Shit!", and no one came.