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You have to deliver nicotine at roughly the same speed and amount. The first thing that now greets customers on Philip Morris home page is this question: How long will the worlds leading cigarette company be in the cigarette business? Philip Morris chief executive Andr Calantzopoulos predicts that smokeless products like IQOS will one day be so common that his company stops selling all regular cigarettes

Plus, as Salvatore Fallica, adjunct professor of media, culture and communication at New York University, tells Yahoo Life, "We're seeing a kind of '80s resurgence in the culture, so it's a throwback

The act of vaping mimics the hand-to-mouth gesture of smoking, offering a familiar sensation, including the throat hit experienced during inhalation

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