Challengers use prize money as persuasion.
"Ever heard of the Cinnamon Challenge?"
"No, what is it?"
"See if you can swallow this spoonful of cinnamon in under a minute."
"Because I'll give you five dollars if you can do it."
(ten seconds later)
"Ahuuuuuuuh! Ahouhou! Ugh that's awful!"
Boy 2: *swallows cinnamon* OMG I CANT BREATH THIS IS HELL!!!
2. Russian roulette, except with food.
Friend: *takes out cinnamon and a spoon* "cinnamon challenge!"
B. haha, that sucks.
Guy 2: Ya, me and that hooker tried the cinnamon challenge.
Guy 1: Wow, what a filthy bitch.