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      "text": "1 There is a 'one size fits all' solution\n2 THP attracts the most consumers\n3 THP encourages more switching than vaping\n4 Modern Oral is a Scandinavian phenomenon\n5 Nicotine is a substantial cause of disease from smoking\n6 New Categories (NCs) are often a gateway to smoking\n7 NCs are used equally across cohorts\n8 Poly-users tend to smoke just as much\n9 NCs are less profitable\n10 Industry value is declining with cigarette sales",
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