Why do you think the people who would not want to eat spicy food would order Indian food advertised as spicy and authentic when they have lots of other options already? Whereas people who want spicy food are underserved by current options, so selling to them seems like a smart move.
> Why do you think the people who would not want to eat spicy food would order Indian food advertised as spicy and authentic when they have lots of other options already?
Regardless of whether it makes logical sense, in practical reality, they do.
