I'd think a vendor would want to avoid the claims of comparing it to another known product (in this case analogs). Cause it takes just one instance of that not working for there to be some sort of lawsuit pending.
Most of us call what we do vaping. I think I saw on the Blu site that they call it 'smoking.' My point is that we are using vaporizers, not cigarettes, not eCigs. Yet, as that name isn't likely to change or be removed from the lexicon anytime soon, then we've made our bed and have to sleep in it as long as that is the paradigm being put forth.
Comparing your vaporizing product to other vaporizing products makes sense, I think.
Comparing and contrasting it to smoking, makes about as much sense as comparing / contrasting it to drinking, eating (nicotine).
If simply went with a slogan of "it works" - the indirect message would be there (works to cut down / cut out smoking) and is positive way of putting things.
It's all attorney mumbo jumbo geared for the benefit and best interests of the people with the thickest wallet and also with the most to lose from e-cigs, Big Pharmaceutical.
