The E-Cigarette Industry, Waiting to Exhale

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Mr. Vuleta and Mr. Weiss want to make “vaping,” as e-cigarette smoking is known in the industry, acceptable. Keith Richards might still be smoking tobacco, but in Mr. Vuleta’s vision, that grizzled guitarist’s gesture could inspire the audience, en masse, to pull out e-cigarettes. “The moment Keith Richards does it,” he said, “everyone else does, too.”

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