For me, vaping like smoking, needs to be established as a recreational activity. That it is currently 50/50 on it being a recreational activity and a smoking cessation wonder is okay given that it is still new and that there is a visible transition occurring in our (world) culture. It can be both recreational and smoking reduction/cessation, but I really feel strongly that foremost it ought to be treated as recreational activity. I think we have set ourselves up politically by marrying the use of eCigs to smoking (cessation) and that we then have to jump thru political hoops to claim it is so not like smoking, and is entirely distinct. If it is truly distinct, then it wouldn't be a cessation activity, for in that way it really is advocated like a wonder drug. And is something we've been nailed on, yet won a court battle based on idea that it is actually, as in really really, a recreational choice. Scolded publicly to stop claiming it will lead to smoking cessation, unless industry really wants FDA to treat it as a drug. IMO, no vaping vendor needs to go there as word of mouth in the information age can easily cover that. If industry sticks to recreational aspect, then politically aware vapers can stick to correcting zealot rhetoric and stave off their attempts to treat vaping as if it is just like smoking.
I agree that vaping is not "just like smoking" -- there are a great many differences, and reconciling oneself to those differences seems to be a very important part of being able to use vaping for successful smoking cessation. To me, the main way they are alike is that they can "scratch the same itch." I vape sweet fruit flavors; I don't have to drop everything and run outside in order to vape; and the smell doesn't seem to offend anyone who's smelled my vapor -- yet when I feel "that need," vaping satisfies it.
Some of "that need" may be chemical, but certainly not the biggest part -- I'm down to 1.8% WTA and 7.5mg nicotine, so I'm not getting much "chemical" from it at all. When I tried the patch, I found it utterly useless, because I still felt the oral need -- the urge to "suck" something and inhale it -- I wandered around sucking on straws, hoping it would help, but it really didn't, because an empty straw provides no resistance in the pull -- which is why I'm pretty much certain that I will *always* be a tight-draw mouth-to-lung vaper; I have a real need for that sensation, which is more similar to sucking a thick milkshake thru a straw than anything else -- but you don't inhale milkshakes, and if you consume too many, you get fat and/or diabetic.
I think the major problem with "smoking cessation" as the industry has come to embody it, is that it is perceived to be a medical problem -- replacing the pertinent chemicals. But it is so much more than that, I think is the main reason why a medical methodology has not worked and will not work; I would venture to guess, just from my own experience, that at least 80% of the "addiction" is behavioral. Behavior *can* be changed, but it is far harder to change long-standing (decades long) behavior, than it is to replace and gradually wean from chemicals, particularly when the behavior you aim to change is very often a stress-reliever -- just trying to change behavior induces stress, so it's a Catch-22. If you replace the *action* of smoking, you stand a much better chance of actually changing the dangerous behavior, because instead of trying to eliminate the behavior, you're simply substituting something far less harmful. THR, in a nutshell.
Andria