. >> reporter: thomas farley is the form he new york state health commissioner. >> we work very hardto try counteract the cool factor of smoking cigarettes. now, regular tobacco cigarettes will become more cool in the future. >> 1980s tobacco giant r.j. reynolds unveiled what it revealed the smokeless premier. >> nearly smokeless smokeless cigarette market high tech cigarettes. >> the company spent $300 million developing the cigarette but users said it tasted like charcoal. charcoal isn't on the menu, instead they offered dozens of flavors part of a new phenomenon known as vapping. peter denholts denholts denholts started this. >> i started to do research on it saw an opportunity for myself to stop smoking which i was able to do and then i thought it was a great business opportunity in this. and we have just exploded. the world's found out about e sition and thecigs and the world has found an alternative. try it and go home with something that is a better alternative. >> reporter: alternative is how you describe the vibe here at henley. critics fear the phenomenon will hook nonsmoke

. >> thomas farley is the new york city health commissioner. >> we work very hard to counteract the cool factor for smoking cigarettes. the concern is if e-cigarettes become cool, regular tobacco cigarettes well become cool. >> part of a new phenomenon known as vapping. peter denholtz opened this business. part of a culmination for his own smoking. >> i was a smoker for 30 years. i went out and bought myself an e-cigarette, did research, saw an opportunity in which i was able to do and then i thought it was a great business opportunity. and we have just exploded. the world's found out about e-cigs there's an alternative to smoking and we've learned more about that, to experience it try it and hopefully go home with something that is a better alternative. >> you sell a lot of flavors. >> i do. >> the idea that you could sell to minors do you does it appeal to minors? >> does strawberry vodka appeal to minors? >> what's inside depends on who ask but in the absence of hard science what happens in the long term is fueling passion and politics on all sides. >> i don't think anybody knows wher