Never bought it either, but thanks to Craig's post about Calabrian chili oil, I've been trying different things with fresh chilis. So far I've tried cayenne, banana, and poblano peppers, singly and in combination with each other and various other things, including garlic, wild mushrooms, MSG, sea salt, vinegar, etc.
It really is as addictive as they say. You can make it as hot or as mild as you want. A little sprinkle on the crust prebake is really good, and some post-bake right on the cheese keeps you wanting more.
I've GOT to get some Gouda. The combination would be incredible.