Here in douce old Edinburgh, a local Indian restaurant called the Kismot has a neat marketing trick, selling the Kismot Killer - the hottest curry in Scotland. If you order it, you have to sign a legal disclaimer – if you finish it, the curry is free.
The other day, the restaurant ran a curry eating contest involving the Kismot Killer to raise money for the Children's Hospice Association Scotland.
According to the BBC..
http://www.bbc.co.uk/news/uk-scotland-edinburgh-east-fife-15183070
... two contestants had to be taken to Edinburgh Royal Infirmary by ambulance after "becoming ill". One tactic for competitors was to eat the curry, rush out of the restaurant and spew in the street.

From the restaurant's website, the last video at the bottom of the page (Team Extreme Present The Kismot Killer!) is worth a look, even if just for the waiter. At the start, talking about those ordering the offending curry, he says, "I'm not racist, but it always seems to be stupid white people..."
http://www.kismot.co.uk/gallery/videos/