A new Reuters report shows that Juul executives knew full and well how insanely addictive the nicotine dosage in its e-cigarettes was, to the point where some of the company's engineers suggested implementing a feature to stop people from ingesting too much of it.

Chenyue Xing, a former Juul scientist who helped patent its liquid-nicotine formula, says she doesn't know why the San Francisco-based company didn't adopt a dosage-control feature that would limit the amount of puffs someone could take in a given amount of time.

The company went so far as to patent such a nicotine governor in 2014, but never implemented the feature.

Not good information to come out right now, as Juul is facing speculations that they're a cause of the recent rise in young people being hospitalized with lung issues after vaping short-term.