Well the problem is it might originally have been about giving a better alternative for cigarette smokers, a habit that has been on a massively downward traject

Well the problem is it might originally have been about giving a better alternative for cigarette smokers, a habit that has been on a massively downward trajectory in the US, it quickly started gaining hard core usage amongst the youth who weren’t smoking. Flavors aimed at kids like bubblegum doesn’t help. It’s not so black and white, and it’s definitely not niche anymore.