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Smoking kills. That such a damaging and irrational behaviour persists in many countries where the health risks of smoking are well understood and most smokers want to quit, is testimony to the power of nicotine addiction. Quitting is difficult, particularly without medication and behavioural support, but persuading smokers to accept help can also be difficult: most choose to quit unaided, and usually fail. Regular smokers therefore tend to remain smokers for decades, and in due course half are killed by their smoking. [...]