Introduction: What Drives Us
Once upon a time, smoking was
the cool thing to do.
Big tobacco companies helped make sure of it, downplaying the health hazards and playing up the smooth, sublime inhale of a satisfying cigarette. The health issues eventually became too colossal to ignore, with their hazards trumpeted across the land in the media, on teen-oriented TV shows and pretty much everywhere else you turned.
Quitting smoking then became the cool thing to do, primarily for your health but also to avoid ostracism – by your friends, your pet cat and society as a whole. The idea of electronic cigarettes quietly tiptoed onto the scene, providing an alternative to smoking that purported to be healthier, safer and not as offensive to the nose.