It's my new favorite. There's some interpersonal debate on pronunciation (sree-rah-cha or suh-rah-chee?) but it doesn't matter.
I have been adding it to things that I typically add mayonnaise to - potato salad, cole slaw, and chicken salad - with remarkable effects.
It's just the tiniest bit spicy, but the zing doesn't present itself at the beginning of the bite. It's more of a post-taste. I've been experimenting with about 1-2 tablespoons of the stuff to 1/2-3/4 cup of mayonnaise.
Do you use the stuff? What do you use it on or in?