His description starts around minute 38:00

If you don't want to watch it, briefly, people come to the lab and sleep for 2 hours. At a propitious moment in brain waves, they spray cigarette smoke smell in their nostrils, then the smell of rotten eggs. For at least a few days afterward, the person doesn't want to smoke.

Is this something a person trying to quit could do on his/her own? Kind of? Maybe it isn't necessary to be asleep; just smell one, and smell the rotten egg smell? 

 

I finally got around to watching this.  There is a certain brain state that they look for while you are asleep that provides for the rewiring of the brain to associate nicotine with a bad experience.  According to what this guy says in the earlier part is that if you actively were to do that it wouldn't work because he said once you are aware it doesn't work.  The cool thing is that there are ways to hack your brain.  In a way there is a magic bullet.  It doesn't make the path easier it just makes you want to take that hard path and fall in love with the process.  that's what i got out of it.