One possible answer appears in Wride's column. She writes:

In this website, you will find the information you cannot find in other e-cigarette websites, quality information and direction. My goal is to help you find the and help you reduce or eliminate tobacco from your life.

In other words, the deeming regulations place an insurmountable obstacle in the way of new and innovative products. This is disastrous because it is new products which are essential to continue to drive the market forward. It is the new products which will be safer and more effective. It is the new products that are critical to allowing electronic cigarettes to some day seriously challenge or overtake the combustible market.

Their chief example is striking: many tobacco control researchers are referring to electronic cigarettes as "tobacco products." However, e-cigarettes are not tobacco products. They contain no tobacco whatsoever.

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