Tyler Cowen is my go-to explainer for spicy food:
Mexicans acculturate their small children to spicy food gradually, by mixing increasing amounts of chilies into the meal. It takes a while before the kids enjoy it and at first they don't like it. If this has never been done to you, you need to make the leap yourself, usually later in life. The whole point of spicy food is that at first it is painful, causing the release of endorphins to the brain. With time the pain goes away and you still get the endorphins, although you may seek out an increasingly strong dose to boost the endorphin response.
Not all Americans think this is a good deal. Older people are less likely to make this initial investment and endure the initial pain. The same is true for uneducated people (adjusting for ethnicity), who both are less likely to know it will end up being a source of pleasure and who on average have higher discount rates. What other predictions can be made? If you and your country are too obsessed with dairy you will be led away from spicy food, one way or the other. Milk usually counteracts the pleasing effects of chilies.
http://blogs.discovermagazine.com/scienceandfood/2017/01/17/...
If British food is obnoxiously spicy to you, you're probably very unaccustomed to spicy food.
When someone is accustomed to piquant foods, they aren't distracted as easily by the heat. Different peppers have very different flavor and spice profiles that are easier to pick up when you don't have to immediately drown out with milk. They also don't come through in small quantities, so if you haven't been desensitized you wont be eating enough to taste the other flavors.
Let me give an analogy from music. Something is good rock music not just because it is loud and has fast shredding. That music is indeed probably crap and just hiding its lack of talent imagination and quality. However that does not mean all loud rock is crap, far from it. It takes a while to distinguish.
Good hot food is not cheap music stuck forever in it faux earnest chorus and mastered poorly onto a cd locked in on high db. That said there is a lot of such food around.
I've never heard of wasabi and chocolate though.
Spanish and Hispanic chocolate drinks, from what I understand, are pretty close to the old Mexican style. (Even Nestle's "Abeulita" milk chocolate mix tastes pretty similar, at least to my palate.) There was a reference in Braudel (The Structures of Everyday Life) to an Indonesian Muslim prince who was intoxicated when he drank a chocolate drink that a Spanish embassy served them, and was enraged that they had treacherously given him an intoxicant to make him lose his reason; Braudel is really skeptical of the account, but trying Hispanic chocolate, especially Mexican, makes it sound a lot more plausible...
Because Britain lacks a (good) cuisine of its own, we tend to eat exclusively the food of other countries, and those dishes are often spicy.
Comrade Orwell wrote a valiant little essay trying to fight that idea.
Plucky fellow.
(e.g. http://orwell.ru/library/articles/cooking/english/e_dec )
Surprised to hear they put chili in confectionery (assuming that is sweet items).
Speaking for the various Chinese culinary traditions because that's what I grew up with, the spiciness is usually integral to the overall flavor and mouthfeel of the dish. Szechuan food (traditionally spicy) without spice tastes off balance, as does Cantonese food (traditionally mild) with extra spiciness.
My experience with French food has been that it generally avoids significant spiciness, which is fine, but it also means that the recipes are not crafted with spiciness in mind. Szechuan recipes are definitely crafted with spiciness in mind.
Cloves/pepper/ginger - and now chillies.
As a French expat in London, I find the British crazy in love with chilli. I'm unfortunately not, and it's a daily struggle when grocery shopping or eating out because it will rear its ugly spicy head everywhere you least expected it : from soup to confectionery, nothing seems off limits!
With a few notable exceptions, I liken the use of chilli in cuisine to gratuitous violence in movies : a lazy fix for bland meals that otherwise wouldn't stand on their own feet. A smokescreen of burnt tastebuds to hide behind. A pain that I'm aware (but can't understand why) many people enjoy inflicting unto themselves.
Sorry for the (slightly tongue in cheek) harsh words : I have an axe to grind with chilli ever since I walked into the confectionery aisle of my local supermarket for the first time, shortly after I moved here.
Naively looking for my standard French/Belgian fare of dark chocolate with roasted almonds, hazelnut, or rice, I found nothing of the sort. Instead, what they had on offer was perfectly good chocolate laced with Wasabi, of all things ! Wasabi ! And yes, you guessed it, chilli.
I suppose that's the same sinking feeling British expats in France experience the first time they hear French rock'n'roll / hip-hop on the radio.