What’s the allure of a fruit designed to repel?

My take on it is simple. When you get that "bite" from a chili pepper, you know that no damage is being actually done to you, so that moderates one's normal reaction to pain (no real need to run away from the pain if there is no actual damage). However a deeper part of the brain also registers the pain as negative, and as a self defense, causes the release of endorphins to counteract the pain (the evolutionary purpose of which would be to allow you to more effectively escape the current danger that is causing the pain). Our modern brains interpret the endorphin rush as pleasure. Therefore, we seek out hot peppers.

I always assumed it was like a runner's high. As someone who enjoys both eating spicy foods and running in circles until I'm exhausted, both activities inspire similar feelings in me.

I'd be curious if the same feelings are found in the BDSM community. I know that there are some asexual submissives in the community; they're into it because they enjoy being tied up and/or feeling pain, but it's not a sexual thing to them. It's just fun.

Chilies evolved; they haven't been designed. Recently they are being bred and hybridized for specific properties, but that is no more (or less) designing than Chihuahuas and Dalmatians.

It took me a while to figure out the article wasn't about a REPL... I was really curious as to know the answer though ;)

Is the implication that regular masochism is not benign intended?