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While the company is not claiming it is an effective tool to stop smoking, they are declaring their device to be safe

Some find it empowering to rely solely on themselves

Packaging in the tobacco industry has quietly become one of the most important parts of the product experience

The tone of the event has been described by one commentator as "unsympathetic, lacking dignity and finesse, and with all the superficial qualities of a 'media event'." The TV critic of The New York Times , John Corry, called the event "a combination of the sacred and profane and sometimes the downright silly." Paul Heyer commented that it was "presented as a kind of deep sea striptease", and that Savalas "seemed haggard, missed several cues, and at one point almost tripped over a chair." Controversy persisted after the broadcast when claims were made that the safe had been opened beforehand and that the show had effectively been a fraud