“The general idea is that it’s absolutely threatening to admit you’re wrong,” says political scientist Brendan Nyhan, the lead researcher on the Michigan study. The phenomenon — known as “backfire” — is “a natural defense mechanism to avoid that cognitive dissonance.”

In the room, he had a laminar flow hood that used to make E-Juice in. The laminar flow hood prevents contamination of the air going over the bottles. It filters to below three microns to prevent any type of dirt or grime that may get into the bottles. He uses surgical gloves and work with needles and pipettes. The flavorings he uses are stored in amber dropper bottles with a 1ml dropper included. When he needs to make a large batch of E-liquid, he uses lab specific glass beakers and cylinders to measure accurately and consistently. Spreadsheets are used to record ratios needed for any PG/VG ratio or nicotine level. He use standard USP Kosher PG/VG and mixes down to 90% VG E-juice but normally he makes around 20% flavoring so 20% PG and 80% VG for maximum flavor; only using 90% by special request. When steeping or curing the juice he lets the bottles sit in industrial grade jewelry cleaner where the E-Liquid will become homogenous only after a few short hours. All glassware are cleaned and washed after every mixing to avoid contamination of flavors or nicotine. Needless to say, I was quite impressed with this small startup company how much he paid attention to detail and cleanliness to his craft. He is definitely a person that takes pride in his work.

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