You build a tolerance to the heat as you eat more and more spicy food.
After a certain level of heat there is no more flavor, just spice…
Again, your tolerance is what dictates the accuracy of this statement. I think Paqui chips taste terrible, the spice level has nothing to do with it. But, as the other commenter mentioned, you pursue this level of heat because you enjoy the rush it gives you. If you can handle the spice of super hot foods, you either need a ton of peppers (which just makes your good taste like peppers), or you need something insanely hot to add, so you can maintain the food’s good flavor, while also having a satisfying level of heat.