Approximately 70% of cigarette smokers want to quit but find it exceedingly difficult due to nicotine's neurochemical effects.

“Well it turns out most of them don't want to. In the best surveys that one can find of if you could quit smoking, if you could quit vaping, would you, what you find is that at least for cigarette smokers, 70% want to quit. They would love to quit. And yet they find that to be exceedingly difficult.”