Entrepreneur Garrett Campbell, 26, swigs nicotine pouches during marathon workdays. "Every single one of my friend founders does so," he says. The tech bros are swapping smoke for snuff as they chug through their 15-hour days like racehorses dosed with stimulants.

The brand marketer has done a hell of a job rebranding nicotine pouches in Silicon Valley, where it's now standard issue. Campbell says the constant buzz helps him pick up on microexpressions during sales calls. "Does this help me make more money and work more efficiently?" he asks himself.

Nicotine packets are also gaining popularity among sports stars in the UK and Hollywood. From UFC execs to Hollywood A-listers, nicotine pouches have seeped into American industry and power. But is it all just a clever marketing ploy?

Former Fox News host Tucker Carlson has launched his own brand, ALP, touting the "bold" benefits of nicotine. With dependence developing quickly, some tech workers swear by four-week cycles to avoid addiction. Entrepreneur Cory Firth uses Sonic pouches, punctuating abstinence with regular use.

The future may hold nootropic benefits and performance-driven gains, but at what cost? As we outsource our brainpower to a tinny little hit, SUNI wonders if we're really in control.