We're ramping up our advertising to drive traffic to TryTAAT Now that we have a better idea of what works best, we are ramping up our advertising to drive traffic to TryTAAT and have seen spectacular results so far with more than 5,000 new qualified sample requests submitted since Wednesday. By continuing with this strategy we believe we can cover more ground among approximately 40 million tobacco smokers in the U.S. so that they can know about and have access to a better choice.