I feel like the hottest part of pieing somone is rubbing it into their face.

How uncomfortable is this for the receiver, and do they think its hot too?

The answer to this will likely vary CONSIDERABLY from one receiver to the next. If said recipient doesn't have a WAM or at least a humiliation fetish, it's highly doubtful they would find it hot . . .

Also a lot of male WAM fans have no desire to get messy themselves, they only like to see attractive women catch the mess, so they wouldn't find it hot either, to be on the receiving end of a pie.

On the other hand, when a pie is held in a person's face for more than a second, there can be elements of erotic asphyxiation present, which can be very arousing if you're so inclined. BUT I've read accounts of women who are receiving their first pie in the face (in a non-sexual, non-fetish context) who briefly think they are about to be suffocated by the pie blocking their ability to breathe, and I dare say they don't find that sexy at all!

easiest way to answer questions like "what is it like to be on the receiving end" is to just go be on the receiving end. You don't have to like being the one getting pied, but you probably should be able to take it, if you're gonna ask someone else to.

You can answer your own question with a $3 can of Barbasol sensitive skin shaving cream, a paper plate, and your shower. Shake can well, apply cream to plate. Let the water run on it for a bit to get a smoother consistency. Push it in your face and rub it in. What did you think? Repeat as necessary for scientific purposes. All the evidence will wash safely down the drain.

I personally think it's the best part about getting pied, as long as it's not too forceful. Just a nice gentle rub all around my face is the perfect way to receive a pie.
It's definitely not uncomfortable being on the receiving end as long the person pieing me isn't super aggressive about it