Hookahs are generally smoked in a social, group setting where smokers can enjoy each others’ firm. McDougall, W.: The Group Mind: A Sketch of the Principles of Collective Psychology, orig. Meerloo, J.: The Rape of the Mind: The Psychology of Thought Control, Menticide, and Brainwashing, orig. Ellul, J.: The Technological Society: The Effect of an Increasingly Standardized Culture on the way forward for Man, orig. Another positive aspect impact of the smoke going by means of the water is that it is cooled all the way down to a temperature far more comfortable for the lungs.