I agree. That's like saying Joe Camel isn't designed to appeal to kids.
They are the ones trying to appeal to teens. And it's reprehensible both because teens shouldn't be encouraged to vape (unless they are hooked on cigarettes) and because the endanger the future of the entire industry.
But a lot of the legislators who try to pass anti-
vaping legislation and the wackos that egg them on insist that offering e-liquid in any flavor other than tobacco is an attempt to appeal to kids. (In 5 years I've never vaped a tobacco flavor.) And I have read some interviews with antis who say kids who don't smoke will take up vaping because it is "cool."
The obvious answer is that legislation should make it illegal for anyone under 21 (or 18 or whatever) to buy vaping equipment. Those laws don't work for cigarettes or liquor and they probably will only be minimally effective in preventing minors who want to from vaping. Be adults who vape responsibly shouldn't be penalized for ineffective legislation.
My point was that it doesn't matter whether the coolness factor is a lure or not. What matter is if the study unnecessarily gives the antis an additional weapon. Nevertheless, there is some very interesting info in that study so, on the whole it is a good thing.