Well, yes, there is a good bit of marketing and branding going on there at the XTREME!!! end. A lot of those sauces seems to be purely capitalizing on machismo. And, well, if there’s a market for it, and they can somehow separate themselves from the hundred other companies doing the same thing, good for them. Me? As I said above, beyond Dave’s Insanity, I had a difficult time distinguishing between all these very similar products.
Now, the ghost pepper thing is definitely a bit faddish, as are Trinidad scorpions and so forth. I could see using them in relatively small concentrations, though. The habanero-type peppers (capsicum chinense) have a very distinct flavor to them. You don’t really need a 100% habanero hot sauce to taste it. A little bit and it’s obvious, and it’s not just the heat. If I make a spice blend for, say, chili, I base it mostly on anchos and guajillos, both middle-of-the-road chiles with a lot of flavor that won’t kill anyone, but I may add a tiny bit of habanero for a little bit of sting and that distinct habanero flavor they have. But not too much, because I don’t like a very obvious flavor of habanero in chili. I like it in other foods, but not that one. Just like I don’t like stir fries made with habaneros, but I may use a nearly as hot pepper like Thai birds chiles. The flavors work better for me. Also, it seems some chiles have a “tip of the tongue” burn to them, and others have a “back of the throat” burn to them and balancing that could be important.
As for ghost chilis, of the habanero-type peppers, they’re not really that flavorful, in my opinion. The only reason I personally would put a ghost chili or Trinidad scorpion in a spice blend is to say, hey guys, that chili or sauce has ghost chiles/Trinidads in it. World’s hottest peppers! That said, there may be some people out there who appreciate their flavors, so I could be wrong.
As I’m musing aloud, this year I grew a good numbers of different habanero-type peppers, including ghosts, Trinidads, mustard habs, scotch bonnets, and fataliis. My clear favorite this year was the fatalii. I think it will become my c. chinense pepper of choice. Scotch bonnets and mustard habaneros rated very highly, too. The ghost and Trinidads were my least favorite of the bunch. Almost chemically in flavor. The thing is, once you get to a certain Scoville rating (say 100,000+, maybe 300,000+), it’s pretty darned difficult to tell what pepper is hotter than another–like comparing the heat from a 900F pan and a 1000F frying pan by touch-- and flavor is all you can really go on. At least in my personal experience.