Eating hot wings is a pretty standard food challenge in the states. Many local wings places were doing it long before this YouTube show. (Like "if you can eat this plate of ghost pepper wings you get them for free and your picture on the wall") I don't know much about the brand but they definitely were always planning on doing food related things based on the name "first we feast" and this idea makes sense. The interviews are otherwise normal and like I said have this guy who's a good interviewer. If you're curious, find a celebrity you like and watch that episode. Or you can just forget the whole thing because I assure you there are much weirder premises for interview shows.