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Industry documents, court testimony, and advertisements all show that the tobacco industry has been working for decades to equate nicotine with innocuous vices like coffee, tea, or gummy bears. The effort aims to erode damaging connections to substances with worse reputations, like heroin or cocaine. Now, that same caffeine-nicotine connection is flavoring the discourse about electronic cigarettes, too. “Chemically, nicotine is very similar to caffeine, and coffee is one of the most widely traded products in the world,” Juul co-founder James Monsees told [...]