Dairy

Dairy, another word for "Challenge" to those who are lactose intolerant.

The lactose intolerant people within the population see the word "Dairy" and see it as a challenge to consume as much dairy as physically possible, forsaking any and all consequences.

Walks past the dairy aisle
Megan: "Challenge accepted!"

Proceeds to pick up 6 blocks of cheese knowing full well she'll be in pain for at least 6 hours, maybe 12.