Well, those who like it don&#x27;t approach it as &quot;pain&quot;, but as a strong nice feeling on the tongue, that is the point is not some pain (painful is how it feels to those who can&#x27;t take it), but the taste.<p>It&#x27;s not like they would just as well overly acidic food (which would also be &quot;pain&quot; on the tongue) or overly hot (in temperature) food, etc, as &quot;masochists&quot;.<p>It&#x27;s the taste of the spice, not the pain.