It is hard isn't it..I take the tincture as the pain is quicker but once a certain brand really bothered my stomach and burned a lot more so I avoided that brand.
what I learned from tom is to not take water with it as that makes it burns more as it spreads the oil across the mouth,
He said to eat crackers with it as it lifts the oil off the tongue and helps ease the burning some. I also heard tomato juice with it helps.