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I don't get what all the fuss was about. As part of a deal (after a few beers) I tried it with a friend, he pretty much instantly coughed up a huge mushroom cloud of cinnamon which was pretty hilarious, but I just kept it in my mouth chewing it till I could swallow it. It wasn't enjoyable, but it wasn't the hardest thing I have done.

Anyone else attempted to eat a tablespoon of ground cinnamon.