I don't like the word at all, because if you use it casually, then guess what, you're allowing it to be abused. Especially by kids who don't have the maturity to know when and when not to use it and how and how not to use it. So personally, I can't bring myself to use fag or faggot in my personal life.
With that said, I don't get offended by the word, either...........when used in jest, ironically and with people whose intentions I know aren't aggressive. Just using it to use it, or using it in a hateful way, however, really, really annoys me big time and I don't hesitate to call people out who do that.
It is just a cigarette.
Can gays "take it back", as lesbians have reclaimed "dyke"?