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You could say that Jed Rose has spent his entire career – his entire life, even – trying to get people to smoke fewer cigarettes.

Rose’s father died at 47 of smoking-related heart disease. Then, as a post-doc at UCLA, Rose became fascinated with how millions of people, like his own dad, could become cripplingly addicted to a drug that “doesn’t get people visibly high.”

Since then, he’s pioneered patches, drugs, and vape-like e-cigarette prototypes that target smokers in the hopes they will make a switch that could net them extra years of life.