There is a reason that oven mitts were invented. For the record, if you grab an oven rack with your bare hand, be prepared to yell and swear at nothing in particular. Once you realize that you are in pain or recognize the smell of burning flesh, it is advisable to find your nearest faucet and unload the coldest water possible onto the affected area.
Unless you are into that sort of thing...in which case oven branding might be a new fetish?