Signs of Social Darwinism

While cycling through websites the past couple of days at work, I've noticed several videos by people attempting some sort of cinnamon challenge. Swallowing a tablespoon of cinnamon without the help of water seems pretty basic enough, but everyone ends up spitting it out, giving up too soon, or vomitting. What's the deal? I did the gallon challenge back in college one night . . . twice . . . and I even stopped in the middle to eat some flank steak and a bowl of gazpacho. Cinnamon people? Seriously? Glad to know I'm separating from the pack . . .