I seem to remember reading in one of the threads (though not the one posted), that caasting permanent continual flame on an item increased its sale value, and was being spammed on everything sold for a quick fang. Continual flame should be longer though, even if only what Ethinos suggested, or until the next rest, whichever comes first.
There are still probably a dozen characters that walk around glowing all the time. Peasants have never reacted to it. Ever.