Without adding a descriptor of some sort, the cigarette companies would not have been able to distinguish their sub-brands. For example, Marlboro "Lights" would now be called "Marlboro." Marlboro "Ultra-Lights" would now be called "Marlboro." And Marlboro "Milds" would now be called "Marlboro." Thus, there would be three brands on the market, all called simply "Marlboro," and consumers would have no way of telling them apart.

The article outlines the opinions of two camps within the tobacco control movement. One camp sees these devices as a potentially effective way of getting smokers to quit and therefore producing tremendous public health gains. The other camp dismisses the overwhelmingly positive testimony of smokers who have been helped by electronic cigarettes and argues that they are actually, on the whole, being harmed by these products.

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