The paradox is that Juul is the most popular with kids.
It's also the most adult oriented marketing. Plain & boring.
For the longest time it was only available in 50mg/ml strength.
Kids like them for stealth and the buzz.
Kids used to like blowing clouds and surveys said most used 0mg.
Now they're getting addicted to nic salts so they can stealth vape.
Childish labeling is what ANTZ present to legislators and everyone is shocked at the industry's immaturity while Juul banks billions with adult labeling.
About beards & tats - Scary looking MFs do Toys For Tots bike runs while Armani clad snakes market & lobby to bank billions.
Very common English idiom "don't judge a book by its cover"
origin - Roman author
Juvenal (1st and 2nd centuries AD)