I had a buddy who used to pride himself on being a real man - slaying bears with his bare hands, having a hairy chest, playing rugby...that type of real man.
We went to my local Indian resturaunt where he proudly announced that he wanted "the hottest curry you've got" to the owner (who I know very well as I've been going there for years). The owner took the order and gave me a sly smile as he went away...twenty minutes and four pints later the curry was brought out and turned out to be a Phaal.
My mate dug in with his naan bread and proclaimed how it "wasn't that hot at all"...but five minutes later he was dripping with sweat, which he claimed was just because it was hot in the restaurant, but the finishing touch was that his nose started to bleed. Obviously he couldn't be proven to be a feeble mortal and he finished the curry (with a napkin up each nostril) to prove his alpha male-ness as well as drinking six more pints.
Apparently it was just as spicy coming out as it was going in.