I know there is like some people who like can but like virtually no one can do it. Like why is that?

For those who don't know what I'm talking about what it is, is that you have a tablespoon full of ground cinnamon. And you're supposed to swallow it in one. And like no one can do it. Why is that? I understand it tastes yucky but like surely it's like something else. And yes I do realize I say like a lot.