The amount of tobacco available is much higher than current smokers, because the market plans on new consumers to find their product useful. As a whole the industry to end smoking should be happy with results of the amount of reduced smokers. Although they have a new challenge, reducing the amount of tobacco available for consumers. This will lead to new consumers entering the industry as a smoker. If they are able to reduce the ease of acquiring tobacco, then they will be able to reduce the amount of smokers permanently.