With Tesco's habit of squeezing out small competition, Electrofag companies had better take a close look at this.
It is developing an aerosol-based product that looks like a conventional cigarette but, subject to regulatory approval, will allow smokers to get a nicotine fix without the harmful side-effects from tobacco.
Yes, it's another reinvention of the wheel, by someone experienced in the Way of the Supermarket.
With backers like that, the new Electrofag will be able to afford to go through any regulatory hoops. The smaller companies can't. What happens next? Well, the big-money companies will press for harder regulation 'for the public good' and install procedures they can afford but which will flatten the smaller companies overnight. Big Pharma, Big Tobacco, meet Big Electrofag.
It had to happen. As for me, I'm off out to Smoky-Drinky with a load of spare plants to hand out. We'd better learn how to extract the nicotine for use in Electrofags while we're at it.
It's water soluble so it won't be hard. The hard part would be gauging the concentration.