In a small ice cream parlor along NC 55 in Angier, North Carolina, the hottest, and we really do mean "hottest" flavor is called Cold Sweat.
Sunni Sky's owner, Scott Wilson, has created an ice cream with the milk, sugar and the other usual ingredients, but also includes three kinds of peppers and two kinds of hot sauce: Dave's Insanity Hot Sauce, Blair's Megadeath Hot Sauce, chile peppers, habaneros and Thai chiles. One of the ice cream shop's regular customers was a taste tester. He said it tasted like "fire -- with a side of fire."
Not sure what the draw is to something that is painful going in, and will likely be painful coming out. However, I am guessing that it's refreshing on a very hot summer's day. Ice cream is cool, and sweating (from the peppers and hot sauce), as we know, has a cooling effect as well.
I'd rather turn on the A/C.