As a New Yorker, where CVS stores are about as omnipresent as Starbucks, the announcement that this huge chain was going to sacrifice not thousands or millions, but freakin’ billions of dollars in profit in order to stamp out cigarettes and other items containing tobacco from their shelves, I had to say:

CVS: you kick asana.

Sure, it’s a PR move, since CVS is becoming more known as a player in the wellness and pharmaceutical arenas, and this new direction is likely to get them more clients, more advertising, and more dollars from other avenues.

But do you know what it also gets them, at least from this yogini?

R-E-S-P-E-C-T.

Time will tell if this was a sustainable move on their part, yet, for now, we all know how powerful the tobacco industry is, and whatever their reasons, I’m impressed and encouraged by CVS’ cojones.