Can't speak for Gamma, but you miss my point. I'm not comparing ecig to Marlboro at all.
SFIO proposes to send initial kit plus very small # of filters for $18. I feel user would be much better served with more filters with the initial purchase.
10 filters would only last a very short time (day?) and customer would certainly run out before more filters would arrive. Use of 10 filter supply would have to be rationed. I'd prefer customers go all out - 100% of tobacco use with SFIO kit. Once customer sees 100% SFIO use satisifies his/her needs, filter reorders will come and company has strong revenue producer for a long time.
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