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So why the surge in popularity? On first hitting American pharmacies in 1998, the drug was seen primarily as a panacea for men limping into their dotage, the Hugh Hefner types (the Playboy proprietor is a huge fan) who wanted to carry on cavorting with the bounciest of bunnies. Its image back then was a little sad and seedy, it certainly didn’t seem likely to take its place as a designer drug.

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