i have this friend who always take super weak hits and doesn't hold them in. I told him that after he's done hitting it, take a deep breath of regular air to ensconce the smoke way down in the lungs. it prevented him from coughing and wasting the cloud in his lungs. he was super pleased with the results. he felt like everybody around him for years knew how to smoke and he looked like an idiot. I think most of the time people take wateful hits because they don't realize that the smoke being in close proximity to the throat triggers the gag reflex and makes you cough it all out. they advocate the theory that you don't need to hold it in because when they hold it in, it's too close to their throats and they cough it out