I don't think I need to say too much. It's goofy, it's silly, it's fun, it does include some Mexican cultural elements we don't always see incorporated in film. It's got some entertaining bits and captures a bit of reality without a doubt — Montañez living a struggling life as a janitor, having once had to deal drugs, just to support his family.
And yet... it perpetuates the American Dream to no end, and is overall an ad to go buy Hot Cheetos. What?? Why are we watching one and a half hour long ads now? This film glorifies the idea that just about any old janitor can come up with an amazing new invention and then, as a result, become rich and a new executive in their company. Of course, this isn't true for the vast majority of working-class jobs; their existence and cheap labor is the only way the executives stand to make so much. The improbable possibility of ascension to higher ranks does not justify the harsh conditions of factory workers.
And the worst part about this corporate propaganda? It's not even true. Check out this New York Times article and its comments. Hot Cheetos were the invention of a woman, Lynne Greenfeld, as reported by Frito-Lay's themselves. Montañez was just in charge of Hispanic marketing. The movie is merely rich people telling stories to lead the consumer into believing fair origins (since the movie is clearly conveyed as the truth), and most importantly, to advertise a product. That's crazy.
I give Flamin' Hot 2 out of 10. The 1 point is for entertainment value.