“It is hard to make money in the smoking cessation business,” said Patrick Reynolds, grandson of R.J., on the phone to Matt Bucklin. Making money in most businesses is difficult, but one where the average consumer success rate is less than 10%, has a unique set of challenges. That is why The Quit Company, LLC, or “Quit Co.”, is focusing not on selling quit smoking aids, but teaching smokers about their behavioral dependency to cigarettes, then selling products to help replace that habit.