At some point on that scale, hot is just freaking hot. For most humans it is the habanero or scotch bonnet. After that it is like nuclear weapons. If you can destroy the Earth 10 times do you need enough to do it 1000 times?
I like spicy food, probably more than the next guy, but these freaks are just attention whores trying to outdo each other. I wonder what the groupies look like. "Hey check that guy out. He can eat a pepper that would injure most people. I best go suck his dick."