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Smokers have this fantasy that one day, they’ll quit – it’s just not now. Maybe after the holidays. After this stressful week. When things calm down. Deep down, they know, it’s never going to happen. Not to mention, cigarettes were specifically designed so that quitting feels like torture. What if it shouldn’t have? New research suggests quitting feels impossible because the habit lives in the subconscious – somewhere no patch, pill, or pep talk can reach. That's exactly what a neuroscientist set out to fix.