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> Vaping seems like a totally over saturated market

It is, but I think that's where the "gap" presented itself. It's crazy how many ejuice brands, varieties, and flavors there are. I'm just surprised no one has been successful with a "flavor of the week" style "club" until now. It's almost impossible to navigate the ejuice landscape on your own.

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Cigarette smokers tend to always stay with one brand, same with Swedish snuss. Seems weird that vapers would want tons of different flavors?

If you use the same juice frequently, over time that flavor will diminish. This is known as "vape tongue" in some communities. When I vaped after kicking cigarettes I had 2-3 different flavors I would rotate to mitigate this.

I don't know about smoking / snuss, but does one brand == one flavour? Or is it like a "Doritos" situation where you have x different flavours of the same brand?

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