It really doesn't hurt THAT much.... or at least *I* don't think so.
The first time is the worst. After that, it's a walk in the park, because your hair grows back finer and less resistant. There's really only a couple of really "ouchy" moments in the brazillian wax for me: across both 'lips' and the very top of the pubic mound. The rest is nothing.
But maybe I have a high pain tolerance.
I think anyone can handle 15 minutes of brief and sporadic "ouchiness" (I can't even bring myself to call it pain!) for the smooth, lovely result.