I also think it's gimick. Yes it'll muffel your cough but you've got to carry it around and have it ready at the right moment for it to be effective. You'll hate me for this but if you're a smoker, quit. I know it's hard but it can be done. I've been smoke free since 6/18/2000. I still have days that I think about a butt but I feel much better and those that love you will appreciate it. But most of all do it for yourself!