Ah, I heard about this in Missy's interview (well, one of her interviews). Anyhows, the basis of the game is to take a shot everytime Lex touches his wang. Apparently he just can't help himself ... and gives his friend a tug now and then during his matches.
He had a goofy smile on most of the time, but it turned into a creepy one once he locked in that hold (in the sense it looked like he was enjoying himself). And the Miz did his part in the exchange, just letting Riley sit there taking the hold.