I love "HEAT" from peppers and have always heard that it's too hot, but like you said they never stopped eating. I have found that some peppers employ MORE flavor and no heat at all. The problem is you can almost never find those specialty peppers for sale and if you do they are very expensive. The answer to my problem was to grow my own! I started growing my own peppers a few years ago and have been growing them ever since. I grow exotic super hots like the Bhut Jolokia, Fatali, and Trinidad Scorpion. Since most of those are sooo hot I only need 1-2 plants to add some heat to a sauce. The best flavored peppers are the lemon pepper, ahi cerza, pineapple ahi and several others variaties. Those are all about flavor and most have little to no heat at all. I either make a concentrate from the fresh peppers or dry them out and grind them into a fine powder. Mixing several different types of peppers along with some flavors like mango, citrus, garlic, onion can make a VERY good dry rub if you know what your doing. All in all I have about 40 diffent pepper powders that I use to mix and match for specific dishes. Once I find the perfect balance I document it and mix up special batches for friends and family. I even have a powder topping for ice cream!