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scheme, the networks would gradually phase out advertising for the cigarette brands that had the highest tar and nicotine content, thus eventually limiting cigarette advertising they carried to the low-tar-and-nicotine brands

And cigarette companies have been raising prices increasingly faster (with no impact on demand)

Early market research by tobacco companies on flavor capsule cigarettes found that consumers like the control they have over the flavor of the cigarette and being able to decide when they can crush the capsule, as well as the sensations of feeling and hearing the capsule pop 31

They did that in the world of refillable vapes with the Aegis series, which was the first line of vapes to feature water, dust and shock resistance