Contestants Personal Belongings - what is BB doing?

I'm not an ardent BB watcher, and I understand BB needs fights and controversies for TRPs. But what I don't understand is why are their personal belongings been taken away? Matlab u win the task and get ur clothes cool. Baaki jo haar gya uske kapde nahi milenge usko kabhi is a little too harsh. Matlab reduce the number items to 2 per day or something. Why take their stuff away completely.

I knew BB was tough, but this is raising the bar in the second day only.