TechCrunch gets it, calling JUUL "an e-cig designed to emulate the smoking experience in a a nifty little modern package." They go on to note the opportunity within the satisfaction gap among the large number of smokers who have tried e-cigs but returned to traditional cigarettes: "For the past two years, Pax Labs has been working to change that — first by attempting to reverse engineer the chemistry behind how people’s bodies react when smoking, and then by building a vaporizing device to deploy that technology. The result is an extremely attractive and compact little device that packs the same amount of nicotine as a pack of cigarettes into a tiny liquid-nicotine cartridge."

"An extremely attractive and compact little device that packs the same amount of nicotine as a pack of cigarettes into a tiny liquid-nicotine cartridge" - TechCrunch
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