Yeah, the only people I know who buy these are recovering from alcoholism. Seems to work for them, and I can relate with the way I phased from nicotine gum to regular gum by just letting myself get addicted to the habits - the oral fixation, the ritual, the social calm of it, the parts of it that weren't narcotic. It's a way of scratching the itch without letting an actual chemical breach happen. I chew mint gum like crazy, but it's way less likely to kill me than nicotine, and way less expensive. I think it's kind of the same as the Liquid Death nonsense.