nah, the whole point is to choke uncontrollably... then from the first cough of the ensuing coughing fit, it's after 15 seconds who's held onto the most smoke... you know when you start coughing you start coughing out huge clouds of smoke... the idea is not let the smoke go even tho you're coughing like crazy.... anyways after 15 seconds of coughing their ass off while trying to keep the hit in still, whoever blows out the biggest cloud is declared the winner... as they lost the least smoke.

it's alot more complicated to explain then just do lol...