The Messina brothers run Yesmoke, a small tobacco business located in contemporary Turin, Italy. Initially, Yesmoke operated as an online cigarette retailer, distributing its products globally. Daily, millions of customers purchased affordable packs of Marlboro, Camels, and Lucky Strikes through their website. However, once their sales surpassed one hundred million, major tobacco companies took notice and launched a legal battle against them, demanding 550 million dollars in damages, which forced Yesmoke to close their online store.