However, the deeming regulations take away both the prospect of innovation and the incentive to introduce new products. Essentially, these regulations freeze the current market of electronic cigarettes, or at least of those electronic cigarettes which were most like the products already on the market in 2007.

The truth, in fact, is that NJOY's explicit value proposition is that it is trying to eviscerate the combustible cigarette market. While NJOY has the courage and values to stand up and work for the decimation of combustible cigarettes, that is something which Senators Rockefeller, Boxer, and Blumenthal do not have the fortitude to do. Instead, they have supported the institutionalization and protection of the tobacco cigarette market and are doing everything they can to protect real cigarettes from potential competition from far safer, fake ones.

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