Jamie Kocher is the CEO of the Waimea Bay Chili Pepper Company.  So he should have known what he was getting into when he chowed down on a ghost pepper, which has a Scoville heat scale rating of one million -- making it the hottest pepper in the world.

After Kocher confidently bites into the spicy treat, he endures an hour-long ordeal during which he says, "It feels like I ingested a flame in my throat," "It feels like a bomb went off in my stomach" and finally, "I may have to go to the hospital."

Experience the burn below: