Yeah, a lot of restaurants (especially fast food places) that hype that their new menu item as a "ghost pepper X", they use such a tiny amount of ghost pepper in there that it's barely even medium. Because they know "ghost pepper" sounds like eating it means you're a tough guy, but the also want to sell food and if they make it as hot as real pepper heads are looking for, they'll piss off the other 98% of their customers...
I definitely want some flavor with heat. My son once seemed to go through a "spicy food" phase and ordered this spicy microwave popcorn online. I was the only one who would try it with him. But it was just pure heat--no flavor. It wasn't enjoyable at all.
I think one of the things about heat, though, is that it opens the taste buds. On Alton Brown's Good Eats, he had an episode which basically talked about the various taste buds basically being like little locks, and specific flavors (sweet, salty, sour, etc) were keys that would only unlock the taste buds for which they fit. Whereas capsaicin was like a skeleton key, unlocking everything. To me that's how heat should be--something that opens up the palate to fully experience the flavors. But we all have a different threshold where it goes from that, to pain. Some of us it's just higher than others.
