I’m tired of restaurants basically wafting a Carolina Reaper over their salsas or sauces and advertising their barely-jalapeno-grade garbage as being particularly spicy. One drop of extract in a bulk batch of sauce for a restaurant does not make it spicy, but it certainly lets vanilla consumers with no real tolerance feel like they’re able to take actual heat from real peppers.
I love spicy food and I’ve done the One Chip Challenge just for the thrill, but it’s not really done as a “food” any more than skydiving is done for transportation. It arguably shouldn’t be sold to minors, but it’s actually hot, not just marketing, and arguably is more responsible for creating the trend in the first place than jumping on the bandwagon later. The Challenge has been sold for a long time.