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Juuls stated mission is improving the lives of the one billion adult smokers. Created by two former smokers and Stanford design graduates (one of whom also worked as a design engineer at Apple), the duo wanted to make a device that looked sleek and attractive: When they could find no attractive alternative to cigarettes, [James Monsees and Adam Bowen] recognized a groundbreaking opportunity to apply industrial design to the smoking industry, which had not materially evolved in over one hundred years

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One of the main problems with the original study lies in the sample of people it used it was exclusively male, with the estimate of mortality in particular only based on data from British male doctors

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