1) they've recently tried to quit and thus have a lower threshold.
2) they've somehow got much purer product than they're used to.
http://www.bbc.co.uk/news/uk-england-nottinghamshire-3312699...
Heroin for addicts could be much safer than it is now.
http://www.sciencelab.com/msds.php?msdsId=9926585 - caffeine Toxicological Data on Ingredients: Piracetam: ORAL (LD50): Acute: 2000 mg/kg [Mouse].
http://www.sciencelab.com/msds.php?msdsId=9927475 - Piracetam Caffeine LD50 Acute: 192 mg/kg [Rat]. 127 mg/kg [Mouse]. 224 mg/kg [ Rabbit].
Presuming human equivalence to mice - A 185 pound person would need to ingest about 168 grams of piracetam as compared to around 10 grams of caffeine.
But - it's really important to note that both are toxic to the point of being fatal in easily digestible, relatively small amounts. Caffeine, in particular, can creep up on you pretty quickly - penguin mints are 1/2 gram per tin. (75 * 7 mg/mint).