Question about that Indian "ghost chili"?!

Question about that Indian "ghost chili"?

A pepper's spiciness in meausured in units called Scoville units. According to an article I just read, a new pepper from India, called the bhut jolokia, or "ghost chili" has 1,001,304 Scoville units. A habanero has 300,000. Now how in the heck could anyone eat this pepper without dying or ending up in critical care, and why would anyone want to eat it?

Good question, and elegantly put (so I apologise for my somewhat inelegant answer).

To me it's similar to the way the car industry comes up with vehicles that will do 170 mph, or 0-60mph in the blink of a gnat's fart, or require 4 gallons of fuel and 5 tons of metal to drive 1 mile.

"My car's faster than yours"
"My chilli's hotter than yours"
"My d...'s bigger than yours"

Pointless.

Here endeth the rant. Sorry,