I think it is majorly because ESSE has a particular fan following among men, and it successfully rejects any stereotype associated with slim cigarettes
It can cause relaxation and, according to many people, relieve pain
Well it did take a while but these guys delivered, even included small bonuses which I thought it was very thoughtful

Urine Screening and Confirmation Results. Massachusetts Medical Society: Urine Abstinence Testing And Incidental Alcohol Exposure. Mayo Clinic: Urine Drug Screening: Practical Guide for Clinicians. National Center for Biotechnology Information: Investigation of interference by nonsteroidal anti-inflammatory drugs in urine tests for abused drugs, False positive urine drug screens from quinine in tonic water, Cardiac Complications of Unwitting Co-injection of Quinine/Quinidine with Heroin in an Intravenous Drug User, The dextromethorphan defense: dextromethorphan and the opioid screen, A positive cannabinoids workplace drug test following the ingestion of commercially available hemp seed oil, Efavirenz use may cause false positive result for marijuana, Urine opiate screening: false-positive result with levofloxacin, An Overview of Clinical Pharmacology of Ibuprofen. National Institute on Drug Abuse for Teens: What is Hemp? National Institute on Drug Abuse: Misuse of Prescription Drugs, Benzodiazepines and Opioids. Operation Supplement Safety: Weight-Loss Prescription Drugs: Phentermine. Pharmacokinetics in Psychiatry and Neurology: Urine drug screens: Considerations for the psychiatric pharmacist. Substance Abuse and Mental Health Services Administration: Clinical Drug Testing in Primary Care, Methadone. The Brookings Institution: The Farm Bill, hemp legalization and the status of CBD: An explainer. U.S

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May be a dare, a test where he can prove to himself that he has quit for good, a quitting device to prevent him from buying more, or a memento to remind him of what they were like before quitting