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Investors are piling into the stock even as pressure increases on the government to curb smoking

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However, most recently the FDA, in its latest crackdown on e-cigarettes, said that it "won't tolerate a whole generation of young people becoming addicted to nicotine as a trade-off for enabling adults to have unfettered access to these same products." This suggests that the FDA doesn't just see its role as waging an all-out war to kill traditional tobacco products in the U.S., but is outright trying to eliminate nicotine addiction entirely