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.

Thus, as revealed and described in this lawsuit brief and in an accompanying : "Drs. Neil Benowitz, Jack E. Henningfield and Jonathan M. Samet are conflicted ... due to their continuing financial relationships with pharmaceutical companies that make smoking-cessation products."

Fortunately, there is a simple way to evaluate this hypothesis, at least on a preliminary basis, prior to waiting for the results of longitudinal studies. Enough youth are experimenting with electronic cigarettes, and the increase in youth e-cigarette use has been dramatic and sustained enough, that if the gateway hypothesis were correct, we would be starting to see an increase in smoking prevalence among youth due to the many new smoking initiates that were converted from e-cigarette experimentation to smoking.

While Senator Rockefeller attacks the electronic cigarette companies for targeting kids with flavored products that he claims is going to addict and harm them, he is hiding from the public the truth:

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