VOICED : World's first hot sauce sommelier sets up shop in Brooklyn

Heatonist, a hot sauce tasting room, opened with Kickstarter support and offers over 100 small-batch, all-natural sauces. Customers can sample sauces before buying, with expert pairing advice available. The store's fame has spread internationally, with high demand and numerous samples given out since its opening.

What is the significance of sampling sauces before purchasing?

What has been the impact of the store's popularity since its opening?