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I think your theory has merit
the devaluation of the actual heat, the inflation of rare meat -- Notatest, what we need is a kind of Alan Greenspan to set it all straight!
Maybe devise a menu icon like the Chron's "Little Man" falling out of etc -- we could have icon of Little Notatest 1. reaching for glass of water 2. blowing nose 3. beads of sweat appearing on forehead 4. sweating profusely, eyes bulging out, etc.
Spices and Old Islamic are some of the only places I frequent where they will serve it *spicy* to anybody who walks in, known or unknown, Chinese or not, etc.