Unfortunately I think the Advocate General does understand the economies of scale and also monopolies all too well. This round is about making sure the main players from Big Tobacco and Big Pharmacy get an advantage over the rest of the vendors. A few of the bigger E juice / E-cig manufacturers will also make it through and gain market share in the process. At the moment there is lots of choice where to buy, very difficult to get 1000's of vendors to toe the line. This is going to be a long drawn out process but in the end e-juice and e-cigs will end up being taxed as much as regular tobacco. These regulations are about making sure the right pieces are in place before play commences. Big business and big money call the shots. Some of the e-juice venders will make it through and increase profit margins in the process, in ten years time it will be big tobacco, big pharmacy and big e-juice.