This reminds me of the practice in Egypt where men would intentionally press their heads into the ground when praying in order to develop a callous, colloquially called a zebiba, showing off their piety. Is this still fashionable? When I traveled rural Egypt in 2008 it was omnipresent; one shopkeeper told me he no longer believed in religion, but he had to develop a zebiba nevertheless, otherwise no one would buy from his shop.
I knew people who "groomed" a zebiba, for lack of a better term. I don't doubt that some people who have one are not doing it for show (otherwise who are they emulating?). Whether or not it's fashionable depends on your social circle, I assumr