Kind of feel like there’s a cultural gap between ‘eating really spicy food because it’s tasty’ and ‘eating really spicy food as a gimmick’ coz the latter is so gimmicky and generally not tasty.
You need to infuse the extreme tastiness and spices with the right cooking techniques in specific dishes.
The Thai dish papaya salad with raw crab for example. Done well, the raw crab absorbs ALL the chillies and hits your brain like the opposite of a brain freeze. I love that shit