Amazingly, none of these conflicts of interest are reported in the paper and the reader has no way of knowing this long history of financial conflicts of interest with Big Pharma. I imagine that most readers would be shocked to find out about this intense and long history of financial conflict with Big Pharma, given that Dr. Fiore reported no conflicts of interest.

I don't understand why electronic cigarette researchers who oppose electronic cigarettes have to go to such extremes to deceive, mislead, and lie to the public. Why are we acting like the tobacco industry used to? Where is the error in simply being honest and truthful to American consumers?

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.

4. Overall motivation to quit has increased since the dramatic rise in e-cigarette use.

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