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Just as addicting, though. And it's just as much of a customer retention strategy as it ever was.

Nicotine in e-liquid lacks the MAOIs that tobacco contains, so it's a stretch to claim it is equally addictive. See: https://www.nature.com/articles/1300987

IIRC, vaping pure nicotine might be less addictive than smoking tobacco because tobacco contains a ton of other chemicals