I am all about the flavor - what good is heat if you can't taste the food? But don't misunderstand - my heat tolerance is a lot higher than most people's. I love the flavor of douglah, for example. But I also love the flavor of jalapenos, poblanos, and other mild peppers. Aji habaneros, for example, borders on sweet; it's got a wonderful flavor and have just a tiny bite. I rarely cook with aji habaneros because they're just too fun to snack on right off the plant.
Ultimately, I like variety, and that includes the heat level. Sometimes I like it hot, sometimes not, and other times in-between. But again, my major focus is flavor. Pork almost screams for fatalii flavor. My molasses cookies are absolutely BEST with douglah flavor. So ultimately it depends upon what I am cooking, when deciding which pepper and heat level I'm going with.
But let's also face it - heat can be FUN! Doing pepper-infused shots with friends is a good time!