The beauty of a randomized study is that it can equalize the levels of smoking addiction, reasons for wanting to quit, and motivation to quit across groups. In addition, it equalizes other confounders, including unknown confounders which could affect the study results. There is no way for a survey study to accomplish this. Thus, to simply throw out the RCT is quite unscientific, in my opinion. It throws out one of the most valid pieces of evidence that is necessary to make an informed judgment about the effect of these products: the differences in effectiveness of the products under conditions in which confounding cannot throw off the results.

And furthermore, there is no evidence that electronic cigarettes are causing nonsmoking youth to become regular users. In fact, there is no evidence that any substantial proportion of nonsmoking youth who tried these products are continuing to use them regularly (more than once per month).

The Lie: Wimmer implies that electronic cigarettes are a form of tobacco, emphasizing that there is no form of tobacco and that consumers have no way of knowing what is contained in the electronic cigarette.

Think of it this way: Individual X has smoked 2 packs per day for 30 years. She has tried, unsuccessfully, to quit smoking using the nicotine patch and nicotine gum. Finally, she has successfully quit smoking using electronic cigarettes.

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