We are in the era of spicy food. Since men can't be men anymore there has to be some way to show just how tough we are so they came up with the "hot" foods thing. This was done mostly because it is well known that women, as a group, don't like overly spiced food.
So...it's your fault ladies. If you would have let us keep the hair on our backs we wouldn't have this need to display our manliness. Simple as that. In the mean time all of us must no longer actually taste the food we are eating since it has been replaced by fire.
The upside is that the cost of eating will go down just as soon as everyone realizes that if you shape rice cakes into the form of whatever your favorite spiced food is, you can use that instead of the more expensive beef and poultry entries. What the heck, you can't taste it anyway, might as well go the savings route.
This too shall pass...somewhat uncomfortably, but it will pass.