If I grant your premise that Juul's actions were the result of incompetence then I still don't think it's much better. Accidentally promoting their product to

If I grant your premise that Juul's actions were the result of incompetence then I still don't think it's much better. Accidentally promoting their product to minors has 1) The same impact as if it was done on purpose and 2) demonstrates criminal negligence. I also don't regard Altria's operational professionalism and discipline as a net positive in this situation. A company with a historical track record of deliberately marketing to children and a current track record of continuing to do so (IQOS) is no improvement merely because they control headcount and limit vanity projects.