This is an easy way to ingest the oil. You would't swallow a spoonful of olive or canola oil, why try to "eat" coconut oil?
Put it on your salad as dressing. You can mix it with vinegar and add spices, or you can make ceasar and ranch dressings with it. You can also infuse herbs and peppers and use it as a marinade for your vegetables or meats. It can also be used to sauté veggies to serve over rice.
We have a tendency in America to look for magic bullets, so we use too much of a thing, (i.e. soy) and then we label it as unhealthy. The folks in the Phillipines are not doing the weird things with the oil that we are trying. They simply use it for cooking in a natural manner, and as an emmolient on their skin. It is as simple as that.