They're not wrong, though. Even their Diablo sauce is only rated to around ~15,000 SHU (though some will argue that Fire sauce is hotter and thus Diablo is actually less than 1000, myself included).

Even if the rating is accurate, that means at the very most Taco Bell sauce is barely hotter than a jalapeño, which any hot sauce enthusiast will confirm is on the lower end of the Scoville scale.

The point I'm making is that they're not bragging, they're stating simple facts.

I just believe words have meaning

If Taco Bell has sauces that are Hot, Fire, and Diablo then what are other actual hot sauces called?

It's hyperbole, like someone saying their chicken wings were AMAZING.

If by some miracle Jesus came down from heaven and made sweet love to you all night what would you call it? They've already wasted AMAZING on a damn chicken wing.

credit to Louis CK for the Jesus bit