An article in the New York Times pointed out that there is more flavor and aroma to a wide world of peppers than the heat of capsaicin. Doubtless, that the fire of capsaicin overlaps all other flavors of pepper, but the article speaks of knowing how to get an extra bite of pepper properly to get a range of flavors from them. However, there are cuisines, which identify themselves with chilies.
The article points out the way Peruvians pair aji amarillo chili, a yellow pepper, is paired with citrus and tangy ingredients to bring out its full potency and similar is the Sichuan chilies that makes all the difference in Szechwan cooking.
Briefly whatever way you want to add heat into the dishes through the special use of peppers, the flavors of peppers from chocolaty, smoky, citrus and lots more should come out fully with their aromas.
Diners have still not learned to enjoy peppers like wine and cheese, for the very reason that pairing pepper in dishes has been for the sake of heat. Moreover, most American chefs have restricted themselves to bell peppers, chipotle, jalapenos and habanero, Serrano and poblano.
Chilies have the capacity to be stuffed as appetizers, paired with wine, and smoked into oil to add smokiness to poultry, veal or seafood. There are ways in which chefs can jerk American diners only with the flavor of dried chilies in soups, bisques, rubs, sauces and much more.
