I don't know if these guys are marketing geniuses or this stuff is hotter than hell. It has a built-in dropper for God'* sake. The hottest sauce I've ever had was in Louisiana and was called Kryptonite. They had samples of it in a mall along the river. I gave it a try... My mouth hurt for 45 minutes and afterwards I yelled at them for having sauce so hot without having a beer stand nearby.
I think I'll have to give this stuff a try though. I'm a glutton for punishment