claims. there is no tar in it, no carbon monoxide, no tobacco. it has to be safer than a regular cigarette? >> we're not making health claims. no tobacco product has been shown to be safe. this is a digital vapor cigarette so there is no tobacco. there is no burning. >>steve: for some people who are looking to make the switch from regular cigarettes, this might be just the answer. how much do they cost? >> on average ours will cost about $10. what's really exciting today in the industry is there's a very high amount of awareness, low trial. but we're launching the first vapor cigarette. it has micro process certificates inside -- micro processers inside. it is the only e-cigarette designed in the united states. >>steve: it is cheaper than a regular pack of cigarettes. here in new york city some
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