"One seed from a Naga Jolokia can produce sustained intense pain sensations in the mouth for up to 30 minutes before subsiding," according to Wikipedia.
Let's watch as he records his 3 minutes and 20 seconds of fame.
Implications - This trend is very fitting for the shift in what consumers want to see. The presence of humor found in other people's pain has been evident in recent popular media and culture movies and other. Businesses and people can profit simply by using this specific type of humor to target those consumers who wish to see it.