Good question. I took too firm a stance on it for something I don't know enough about. From what I can gather, the reported issues are mostly with their early

Good question. I took too firm a stance on it for something I don't know enough about. From what I can gather, the reported issues are mostly with their early advertising, showing a lot of vaguely 20ish people looking cool and having fun. They also did a lot of social media marketing and some music events. I can see the argument that, hey, say your goal is purely to help people transition from cigarettes to a less harmful nicotine vehicle. Won't using the marketing techniques of other successful startups be the best way to accomplish that goal? People aren't going to want to switch from cigarettes to something that has the social image of "desperate addict trying to quit". It helps if it looks like something normal people enjoy socially, and hey, maybe makes them feel a bit more youthful. That makes perfect sense. But is it possible to succeed in that, without also appealing to teenagers? If not, is it worth it? Those aren't rhetorical questions, I genuinely don't know the answers to them. It's a complex area to think about.