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Philip Morris' CEO Jacek Olczak told the Mail on Sunday came as part of his company's plans to phase out traditional smoking

doi: 10.1136/tc.2010.042168

The strongest risk factors for adolescent EC use include social acceptance and use within peer or family circles (13 studies), male gender (10 studies), low risk perception (6 studies), younger age (3 studies), and greater financial resources (3 studies)

For example: Light smoking : A few cigarettes or occasional smoking may leave a mild odor that can be addressed with simple cleaning methods

Of course, the Letterman crew planned to do it, but they really didn't have any way of knowing exactly what the reaction would be