I personally like the product very much. In my opinion the price is very reasonable. Sure you can get 1M extracts for under $20 but this isn't 1M, it's 5M. It takes 5X the amount of peppers as the 1M to make this extract.
The taste is bad but neither super strong nor horrendous. I wouldn't advocate incorporating it in a dish hallmarked by subtle flavors. With that said, if you add it to a dish which is bursting with robust flavors then I doubt that the extract taste would really be noticeable. It isn't to me.
The extract is indeed quite thick. I really wish that Mad Dog had incorporated an eyedropper into the bottle's top. It would make administration easy and then you also wouldn't have the waste of all that precious extract which adhered to the dropper. The stuff really is incredibly viscous. I use a chop stick. I dip the chop stick into the bottle and then into whatever food I happen to be preparing.
One time I dipped a chop stick 1"+ into the bottle, stuck it into my mouth and swished the contents around for 10-12 seconds before swallowing. The pain was excruciating. Tears were flowing so hard I was essentially blind. The burn felt like I was searing tissue, particularly in my throat. I had a good 15 minutes of panic and agony following by another 15 minutes of tolerable pain.