I enjoy things spicier than most.  This is indeed HOT, but eating it neat doesn't feel quite as intense as eating a fresh habanero to me- my ears were not burning.  The heat is quick to start, strong, and tingly, lasting for several minutes.  The flavor of the sauce reminds me a little of tomato paste with cherries (but not sweet) and I don't really taste chili peppers.  Excellent for kicking things up without altering flavor too much.  A staple in the hot sauce arsenal for intermediate-level hot heads.