The market for gustatory pain is surprisingly competitive. Zachary Crockett feels the burn. <ul><li>SOURCES:<ul><li><a href="https://puckerbuttpeppercompany.com/pages/our-roots">Ed Currie</a>, founder and president of the PuckerButt Pepper Company.</li><li><a href="https://eps.nmsu.edu/faculty/stephanie-walker.html">Stephanie Walker</a>, associate professor and Extension Vegetable Specialist at New Mexico State University</li></ul></li></ul> <ul><li>RESOURCES:<ul><li>"<a href="https://www.guinnessworldrecords.com/news/2023/10/pepper-x-dethrones-carolina-reaper-as-worlds-hottest-chilli-pepper-759706">Pepper X Dethrones Carolina Reaper as World’s Hottest Chili Pepper</a>," by Sanj Atwal (Guinness World Records, 2023).</li><li>"<a href="https://www.theguardian.com/food/2023/nov/07/the-shocking-stupendous-rise-of-superhot-chillies-the-stomach-cramps-can-last-for-14-hours">The Shocking, Stupendous Rise of Superhot Chillies: ‘The Stomach Cramps Can Last for 14 Hours</a>,’" by Tim Dowling (The Guardian, 2023).</li><li>"<a href="https://www.forbes.com/sites/brucelee/2023/09/09/14-year-old-dies-after-trying-the-paqui-one-chip-challenge/?sh=29e869984a87">14-Year-Old Dies After Trying The Paqui ‘One Chip Challenge</a>,’" by Bruce Y. Lee (Forbes, 2023).</li><li>"<a href="https://www.frontiersin.org/articles/10.3389/fncel.2020.612480/full">Beyond Neuronal Heat Sensing: Diversity of TRPV1 Heat-Capsaicin Receptor-Channel Functions</a>," by Yaroslav M. Shuba (Frontiers in Cellular Neuroscience, 2021).</li><li>"<a href="https://www.motherjones.com/food/2019/01/chili-peppers-devils-dinner-endorphins-genes-tomatoes/">Training Your Tongue to Love Spicy Food Benefits More Than Your Taste Buds</a>," by Maddie Oatman (Mother Jones, 2019).</li><li>"<a href="https://www.newyorker.com/magazine/2013/11/04/fire-eaters">Fire-Eaters</a>," by Lauren Collins (The New Yorker, 2013).</li><li>"<a href="https://www.wsj.com/articles/SB10001424127887324281004578356703455812208">The Arms Race to Grow World's Hottest Pepper Goes Nuclear</a>," by Spencer Jakab (The Wall Street Journal, 2013).</li></ul></li></ul> <ul><li>EXTRAS:<ul><li>"<a href="https://freakonomics.com/podcast/why-do-people-love-horror-movies/">Why Do People Love Horror Movies?</a>" by No Stupid Questions (2022).</li><li><a href="https://www.youtube.com/playlist?list=PLAzrgbu8gEMIIK3r4Se1dOZWSZzUSadfZ">Hot Ones</a>, YouTube talk show.</li></ul></li></ul> Hosted by Simplecast, an AdsWizz company. See <a href="https://pcm.adswizz.com">pcm.adswizz.com</a> for information about our collection and use of personal data for advertising.

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