The major problem with Dr. Glantz's argument is that he is considering only smoking-related mortality. The literature he cites deals with mortality only. However, there is more to life than simply its length. The quality of life is also important (although apparently not for smokers, according to Glantz). And cutting down the amount you smoke substantially improves the quality of life by reducing respiratory morbidity.

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The authors admit this in the paper. They write: "This is a cross-sectional study, which only allows us to identify associations, not causal relationships."

The paper defends its ethical standards by arguing that it "was consistent with Facebook's Data Use Policy, to which all users agree prior to creating an account on Facebook, constituting informed consent for this research."

The rest of the story is that in a tragic reversal of the historical functions of public health viz a viz industry, it is now the e-cigarette companies that are attempting to undermine cigarette smoking while the health groups, led by CDC and FDA, are protecting the cigarette market by undermining the anti-smoking messages from the e-cigarette industry.

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