Don't worry, these people were all naughty.
If a dude dressed up as Santa Claus approaches you in a public place and tosses you a pillow, it's probably a good idea to just start swinging. The same wasn't really true a few years ago. Back then, such behavior might have led to a lawsuit or worse.
But we are now firmly embedded in the Internet Age, so it's usually for the best to assume that you're secretly being filmed for an Internet prank video, no matter what weird thing is happening to you. These Liberty University students get it:
(by Dennis DiClaudio)