There are a number of people who do it professionally. Jet around the country or the world to search for new falls whenever and wherever they happen. The guy in the video (Robert Ward, not Wad) is one of the top hunters. It can be an Indiana Jones-like lifestyle. For instance, in 2010, Ward, along with Mike Farmer, ended up spending three months in a prison in Oman. (Farmer is a lot more outspoken and probably more globetrottery than Ward.)
Both are walking in the footsteps of another larger than life guy named Robert Haag
(He once had an article about him in National Geographic, but it isn’t available online.)
Haag also had a legendary encounter with authorities: