Two reasons why I could stand it:
It was diluted (and strained, obviously), and I tried a teeny bit first.
Korea. I learned to love hot foods. I also did some research on it. Basically, the 'hot' is just sensed and, while it increases blood flow because your body thinks it's being burnt, there's no actual damage. I gather that if it seriously fools your body, you can end up with blisters. I'm not sure how that works.

Sorry for the thread creep. Back to Kendall and his proclivities.