I think, Livo. that it is perceived by many British males that eating the hottest curries/chillies is some kind of a sign of masculinity/strength.
Those of us who enjoy a hot curry, but can also appreciate the subtle flavours of a milder dish can laugh in the reddened faces, and at the even more reddened anal passages of those who subject themselves to extreme heat.
I have still to receive a response from Andy regarding the scientific evidence that if the taste receptors in one's mouth are telling one's brain that the heat of chilli is so hot as to cause extreme pain (Andy refers to it as a 'high' - obviously hasn't taken real drugs) that the other spices in the curry can be detected and reasonably identified.
I like Andy, but he does talk shite sometimes

Unlike me, as I tried to explain to Mrs G last night - everyone in the world talks shite, but not me

Note to self - remove tongue from cheek.