(look, this theory is based on no empirical data at all except jalapenos are indeed getting less spicy, and it is indeed a market decision, and I do indeed know a metric fuck ton of white people who brag about eating spicy food and literally mean "I buy Zesty Tostitos Salsa at the grocery store." Is that a scientifically provable argument? No. I also don't care. Your Uncle who thinks Taco Bell is "going out for Mexican" is ruining everything is the theory I'm going with here.)