In my rush to post the above, I didn't realize there was more...
Do I have to highlight the relevant parts, or do they speak for themselves?
Inside the glass cube on Lake Neuchatel researchers working under former Novartis executive Manuel Peitsch are conducting tests in petri dishes and on human cells using the cutting-edge technique known as systems biology to try to assess how the new devices affect known pathways to cancer and other smoking-related diseases. Its a shortcut compared with running years-long human trials, but PMI hopes it can persuade the FDA and health authorities in the EU by the results. PMI is also testing a device developed by Duke University researchers including Jed Rose, coinventor of the nicotine patch, which uses a chemical reaction to deliver nicotine. All of the PMI devices are designed to prevent users from inhaling dangerous fumes from the heating element, a knock against the Reynolds products.
At the same time the company is using scores of outside researchers to study how consumers use the products and whether they will attract new smokers. This is critical, because the public health impact of reduced-risk products is a numbers game: If they are 80% safer and used by the 20% of U.S. adults who smoke, thats a public health win. If they create a bunch of new nicotine addicts, not so much. PMI, in other words, is trying to prove to regulators that its great new product wont actually attract new customers. Such is life in the perverse cigarette business.
Do I have to highlight the relevant parts, or do they speak for themselves?