In this case the burning sensation is "delicious," not "first degree and could result in your death." And apparently it really works too, although the advertised "time to awaken" period seems a bit too long for my taste.
Effective over an area of 50 feet, the Wasabi alarm can typically wake people up within two-and-a-half minutes. Update: This is a non-traditional fire alarm, for the deaf community. With that in mind, this could certainly save lives.