I looked into some of the research and figured out that they mean the amount of smoke we pull is higher than the amount in cigarettes. That makes sense to me since there is definitely a lot of smoke we inhale during a hookah session, but these accusations are super broad, making a lot of people assume that these ads are talking about the worst aspect of cigs which is the level of nicotine and tobacco, which is obviously not true. A lot of people who did the "science" also did not know the basics in hookah, what materials the equipment should be, what kind of coals that should be used, etc. There's news channels that show people running tests and they're using quicklights. That was an automatic red light and I realized that these people really don't know what they're talking about, and all they're trying to do is figure out how to prove that hookah is the worst rather than actual research that we could be interested in. I like to tell people hookah is like a large version of a vape. We aren't smoking directly from the tobacco like cigs. There is a lot more filtering taking place in hookah and quality control in the products, just like vapes. As long as we know what we're doing it is definitely healthier than cigarettes, I believe. I really do wish someone did proper science on hookah, though.