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Ask any vaper why they do it, and you'll probably hear a similar answer: "It's not a lifestyle choice. It's life or death."

That phrase, for all its political hokiness, has become something of their refrain—chanted at protests, shouted at speeches, plastered all over their insular Twitter world. It's a sentiment, they know, not everybody shares. Just last week, U-Haul announced that it would be implementing a new policy not to hire nicotine users, regardless of how they consumed it. But there's a distinction between vaping and smoking, vapers say; that's precisely their point.