Combustible cigarettes deliver a super-charged doseof nicotine to the brain... while...

[narrator] Combustible cigarettes deliver a super-charged dose
of nicotine to the brain... while e-liquids at the time
offered only a steady low dose. But James and Adam figured out a more
effective way to deliver the nicotine. One key discovery that we made was
in what we call nicotine salt chemistry, which is basically
when you combine nicotine with certain organic acids
in specific ways, you can deliver nicotine
via an electronic cigarette in just the same way
that it occurs in regular cigarettes