I went back to college, first day I had to stop twice to catch my breath just crossing campus! It was killing me to do all the walking, I just wasn't able to breath. A fellow student came out to the break area with this new gadget and told us it was an electronic cigarette. Well bring a new gadget to a bunch of old geeks and you'll have a captive audience. Within the week all of us had one, and by the end of the first semester we were all able to cross the campus several times without having to stop and "catch our breath".