Puffing on slim metal tubes loaded with pale yellow liquid, two London businessmen say they have between their lips a cure for what the UN calls “one of the biggest public health threats the world has ever faced”.
Electronic cigarettes are the future, they argue. Cheaper, cleaner and cooler than smoking, “vaping” - using a vaporiser to inhale nicotine infused with exotic flavours ranging from pina colada to bubblegum - will spell the end of tobacco.
“After I first tried this, I left half a cigarette in the ashtray and never went back,” says Zoltan Kore, who co-runs the newly opened London e-cigarette shop “Smoke No Smoke”.
“I’m not a smoker now, I’m a vaper,” says business partner Gabor Kovacs. “The awful morning coughing fits have gone, and the waking up in the night struggling to breathe has gone, too.”
Such stories - and hopes of persuading the rest of the world’s billion smokers to stub out their tar and toxin-loaded cigarettes, cutting a catalogue of chronic disease risks as they do - are tantalising for public health experts.
And since “vaping” doesn’t entail kicking the addiction - either to the stimulant nicotine or to the behavioural habits of smoking - some say it can help smokers quit much more effectively than nicotine gum or patches.
All the top tobacco companies are now placing bets on e-smokes, which some analysts predict may outsell conventional cigarettes in 10 years, raising the counter-intuitive prospect that Big Tobacco could actually help people quit smoking.