The Cinnamon Challenge

Videos are popping up around the net of people attempting the Cinnamon Challenge.
What’s the challenge? That someone can’t swallow a spoonful of cinnamon without throwing up.
These are a couple of the better attempts. In both videos separate guys somehow convince their girls to give it a shot.
“A spoonful of cinnamon? I love cinnamon! Sure!”
[flv]http://www.sprkus.com/video/cinnamonchallenge01.flv[/flv]