In the U.K., where PMI’s distribution strength isn’t as great as that of rival companies, the big tobacco giant is turning users to salespeople, offering £50 (about $65) for each “converted” smoker. They call them “freelancers.”

“A freelancer is someone who helps people to give up, because for people who have been smoking for many many years, to change that habit is not easy,” Nixon told the BBC. “Freelancers take them through a seven day program, like a coach. Each day the freelancer helps them through this change.”

It sounds like a combination of Amway and a quit-smoking clinic. And it seems like a farfetched way to make a real dent in the smoking market. It’s also the kind of thing vapers do every day, and have been for a long time.

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