It’s not really sold as a food. It’s sold as a game. That’s why it’s called the “one chip challenge”. You’re supposed to eat it and then hold out as long as possible without driving something to sedate the burn.
It’s also not that spicy. Last time I had it, I was mostly coughing from the stale chip and dry, powdery seasoning. The heat itself didn’t bother me. Their regular sized bags of chips were way spicier to me.