Okay, didn't realize it was only Juul/Pax that had that hidden interest. I'm mainly in Eastern Europe these days and Philip Morris is pushing IQOS hard (I know it's in a different category but I think it eats at the same market share, younger more affluent health-conscious users who know cigs are bad but still want to smoke something)

You mention there probably being safer methods - any idea on them or where I should look for more info?

I've been researching tobacco, mainly taxation (which in theory is one of the most powerful ways to get people to quit things, by jacking up the prices) but I'm generally interested in the field, and it seems to me that a potentially even better methodology than making things too expensive for many to afford is to innovate and develop something that's just way healthier a replacement that gives consumers the same benefits.