How bad is it to point the camera at the sun?

Just curious, I know in the manual it says not to do it (I have a T3i, btw). However, sometimes it just looks so dang awesome with the flare and silhouetting effects it can have on the foreground. Does anyone know if it's just a precaution or a really serious issue to point the camera at the sun?

Thanks!
 
Well, I could add flares in post, but my last film was full of shots like this...

https://www.youtube.com/watch?v=ebNPRrOtKI8

Not exactly easy or time-effective to do artificially (at least for me).
 
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