looks like it is right on par with the habanero pepper.

I love habanero salsa.
(in moderation of coarse)

My step dad on the other hand will eat a habanero paper raw.

By the way, if anyone has a buffalo wild wings near them (or if you see one when traveling) I encourage you to try the blazin' challenge ;\)

http://www.youtube.com/watch?v=AlU6YGKxRF4&feature=related

You have to eat 12 blazin' wings in under 6 minutes with no water and no napkins

-David