The 15 minute chili flake trick that split my shop in two

Okay so I run a small counter at the farmers market here in Portland and last month I had a batch of breakfast sausage that was just missing something. I tried adding more salt, more sage, even a splash of cider vinegar. Nothing clicked. Then on a whim I ground up a handful of dried chili flakes straight into the meat and let it rest for exactly 15 minutes before casing it. The flavor bloomed like crazy and I sold out by noon. But my partner swears the rest time kills the fresh heat and that I should just mix and stuff immediately. We've been going back and forth about it for two weeks. Half the regulars now ask for the 'slow sausage' and the other half say it's too spicy. Has anyone else messed around with letting ground meat sit with spices before casing? Do you think the rest actually does anything or is it all in my head?

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