Brilliant!! No doubt in my mind – the best speech of the Global Forum on Nicotine conference by far. Professor Peter Hajek uses the conference keynote, the Michael Russell oration, to explain through the work of Michael Russell (1932-2009) and his protégés the case for tobacco harm reduction. He then tears into the zombie arguments (18′ 48 sec), ideology (22′ 38sec) and motivations (23′ 18sec) of the ‘tobacco control’ activists who oppose e-cigarettes, often for moral reasons (24’00 on), drawing the brutal conclusion that for them “evidence is just a tool to gain converts”. I really liked the lines about all the concerns of the tobacco control establishment do not matter unless they increase cigarette sales (27′ 14 sec). As he puts it: “Are you saying that if you allow e-cigarettes on the market it will somehow increase smoking?” – that’s the question that matters. Mike Russell was a very smart guy with real rigour and edge, matched by a compassion for people and the risks they faced: he would have been very proud of Peter Hajek’s tribute.