I believe that this story reveals the venom that many e-cigarette opponents have for the act of smoking and anything that looks like it. And that ideological venom is what is keeping them from forming opinions based on the actual scientific evidence. Professor Ashton's apparent hatred for vapers can only be rooted in an ideology that despises the physical act of smoking, regardless of whether what is being "smoked" contains tobacco or not or whether the behavior is killing the person or perhaps saving his life. In other words, this is a great example to demonstrate the way in which ideology, not science or public health, guides the opinions and statements of many electronic cigarette opponents.

Let's suppose that Altria had decided to simply call these brands Marlboro A, Marlboro B, and Marlboro C. Consumers would have still learned which letter corresponded to which product, and if you conducted a study, you would find that despite banning the "lights" terms, consumers still recognized which product corresponded to which earlier brand name. By the reasoning of the study authors, this would have represented a circumvention of the law and resulted in the companies being attacked for evading the law.

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