People don’t do what they don’t like. So we ask: If smokers cannot see themselves smoking, how would that affect their other senses? Our illusion project demonstrates how just the loss of sight can negatively affect the emotional pleasure a smoker derives from smoking. Just like Pavlov’s experiments, when a smoker sees smoke, it triggers pleasurable emotional responses based on their past memories of smoking, even before the nicotine enters their body. With the appropriate protocol, if the smoke is not seen, just like magic, the pleasure disappears. This protects people from the addictiveness of nicotine, no pleasure means no addiction!