Chances are, consuming a Bhut Jolokia chili pepper is a lot more painful than watching someone else do it. But this lengthy video of YouTuber TheBronx19740 ("just a local guy living in the bronx that always tells it how it is") taking the "ghost pepper challenge" is pretty brutal. And yes, there's also a sick pleasure associated with watching him guzzle milk to no avail: the ghost pepper's fire will not be quenched.