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The problem was discovered in a product sampling conducted by an outside co-packer, who manufactured the product

In one of the seven OTC NRT studies that were combined and averaged to produce the dismal 3% placebo group rate in the March 2003 OTC NRT meta-analysis, when placebo group members were questioned at the end of the study only 18.3% believed that they had received the "Real McCoy" (the active patch).[11] Although the study's authors declare that "the effect of such a blinding failure would probably be a reduction of the placebo effect"[11] the NRT industry is today knowingly relying upon such flawed studies in order to continue claiming odds ratio (OR) victories and keep the nicotine profits flowing

Menthol also decreases irritant sensations from nicotine by desensitizing receptors, making smoking feel less harsh compared to regular cigarettes

Its the scent of obsession