Entrepreneur Christopher Way first made his datil pepper sauce for his Barnacle Bills restaurant. Now, he is the president of Dat'l Do-It Inc., which makes a variety of datil pepper products. Chilis get their heat from capsaicin, which is found in the seeds and veins, but not the flesh of the pepper. That's why it's important to be careful when using peppers not to over-handle the seeds and veins. Many advise wearing gloves and warn against touching your eyes when handling peppers.
Companies searching for more heat simply use pepper oils and extracts to raise the temperature.
These oils don't add any flavor, and Way finds them to be more of a nuisance than a novelty. They are just adding more and more capsaicin, the chemical compound. It's not a natural state. There's one called Dave's Insanity Sauce. You can't eat it, it's just too hot.