I checked out that link, and the video there shows an extreme example of anus pumping, and it is therefore a bad example of anus pumping. First of all, the pumping cylinder is nothing but a large cylinder, and not the object specifically designed for anus pumping. Second, the pumping goes too far, too fast and appears to turn the woman's anal area inside out. Judging by that footage, they must have used an amount of pressure that far exceeds the light pressure considered safest for this activity.
Here is a video that contains a good example of anus pumping:
http://www.tube8.com/fetish/bizarre-anal-rosebud-pumping-and-distortion/2198191/
Note that the device features a different design- a rod coming out the center of the tube that inserts into the anus and perhaps (?) stabilizes the internal tissue and prevents it from turning inside out so much. The tissue surrounding the outside of the anus is pumped into somewhat of a donut, but does not flip inside out like in the video linked in the previous comment. What you want is this donut, not the prolapse contained in the previous comment's video.
Further reading/ advice/ precautions:
1) http://www.femalecd.cyberspacedoctor.com/analsuctioncylinder.html
2) http://www.femalecd.cyberspacedoctor.com/analsuctionuse.html
3) http://www.femalecd.cyberspacedoctor.com/analsuctioninformation.html
* I am not affiliated with any of the sites/manufacturers/retailers mentioned here.