Experiment - mix it with other spices, try it straight, use it in different applications. This was no different for me than other new ingredients that I've learn to use and fall in love with - another good example: gochujang - the perfect marriage of umami and heat. I put it up there, right next to Sriracha. Moroccan flavors - berbere spices, oil cured olives, and preserved lemons. Which suddenly gives me an idea - preserved lemons with purple crack!
People - forget all that nonsense that your Mothers implanted in your brains - Play With Your Food!