Absolutely: it's the sensation from the e-cigarette.
The thing is that the culture is so anti-smoking that, it just doesn't make any sense. If you were with us in the culture, in the day-to-day operations, you would clearly see that this does not renormalize smoking.
Going back to your comment about coffee, the reason I raised that example is that it's such a low dosage that we're looking at. It's more harmful to walk outside on a regular day in the city than to vape these low dosages of nicotine.