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Blu to spend $40 million this year on marketing

I got this from the NY Times article that ran over the weekend. WOW! $40 million? Is anyone else even close to that? I thought this article was a good summary of events in the months leading up to possible deeming regs. What did you all think?

http://www.nytimes.com/2013/10/27/business/the-e-cigarette-industry-waiting-to-exhale.html?_r=0