Is this related to the fact the chilli heat is transmitted to our palate via the layer of oil which coats the curry, rather than the bulk of the sauce itself? If the surface area of a curry increases in proportion to the square root of its increase in volume, then should the chilli content increase by 1.41 (square root of 2) each time you double the volume?
In other words, scale the chilli powder in proportion to the increase in surface area of the curry ( the bit where the oil "hangs out"), rather than volume. And before someone starts taking about different shaped dishes, obviously "all else must be equal", i.e. same shape.
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