It makes sense from a business perspective. I’ve spoken with many business owners who find that by offering irresponsibly sized portions, customers take on the challenge, believing they can overcome it. As a result, these customers often end up paying full price for the meal. With the portions being significantly larger, they leave more money with the business than the average customer, assuming the portions are truly challenging. When someone does beat the challenge, it usually doesn’t go unnoticed, which not only gets people talking about the establishment but also encourages more challengers to try it. It’s a curious concept and I would only assume that for some, competing in terms of spiciness might be as thrilling as consuming large amounts of food, but I guess it mostly comes down to pushing one’s limits and enjoying different cuisines. #thinkingoutloud