Chain stores/corporations of all sorts are trying to appeal to the new "spicy" tastes of consumers. Just by the fact that those reading this post are here on THP, it's a pretty good guess that your personal heat tastes are above the general consumer heat levels that corporations are looking to.
I've purchased MANY "chipolte, spicy, red chile, etc, etc," snacks and chips. The 'Kid always looks at them in fear and then after taking a nibble...."That's not hot!" And he's not even a hardcore chilehead.
We don't have many occasions to be able to eat at restaurants. So when I do I look for a place that will offer something spicy. Even when dining with my hubby, who is not as hot of a chilehead as myself, most of the time, he will ask for something to kick up the heat. I carry a couple different things with me in my purse to enhance the meals when it's not hot enough.
I suffered through a lunch recently at Applebee's, ordered their Spicy Stirfry platter thing. It had a little red chile next to the name on the the menu, should have had some kind of heat, right???? NOT!
:sigh: bring out the stash.....
I even commented to the server about the lack of heat, and he acknowledged that they make their dishes for the "general public".....