In 2015, my now-and-then smoking habit had crept up to two or three cigarettes per day, and a lot more when I was drinking. After one tobacco-laden weekend resulted in a full week of phlegm and coughing, I felt like I had to do something. I was working in Times Square at the time. From the window outside my cubicle, I was face to face with video billboard playing the painfully hip new commercial from the e-cigarette company Juul.