Totally anecdotal, but I once got an Indian brand ramen cup (marketed for the UK) from a UK emporium that was advertised as hot and spicy. I used LESS water than I was supposed to and added the entire contents, and it was still milder than most medium salsas around here. It was most likely just a crap brand of cheap products but I still remember my reaction being 'really?'

Funny enough, if you go to local Mexican restaurants that make their own salsa daily the person making the salsa also changes near daily. And one person's mild is another person's w e a k so sometimes you dip that first chip and go WOAH, nice