I don't see the huge concern here, sorry. I do see reasons to be concerned.
This is still the 2010 battle being played out, but also appears to me as clarification for Final Rule to be implemented.
I don't fully get why any eCig vendor feels a desire to make therapeutic claims, or anything that resembles that. In 2009, I could see why that would be very big deal, as no one had heard of this product and it would be advantageous to market a product that could plausibly lead to smoking cessation / reduction. But in 2010, that got significantly updated and I would think both industry and current user group would be aware of this to some degree. Potential users won't be, but this doesn't prevent word of mouth advertising. I think vaping will continue to be well known as a method by which to reduce or eliminate cravings for smoking. And I don't think industry needs to be involved in that message, even a little bit.
With all that said, I don't favor this regulation update, and do think in principle that it sucks. I think any vendor that was using testimonials and or News (blog) to convey studies that show why their product, or eCigs in general, are of benefit to the consumer (in a quasi medical way) will take a hit. That would be perceived as a huge hit if a vendor was relying on this. But IMO, they don't need that anymore. At one point, years ago, it made great sense why you might want to rely on that. Now, it strikes me as asking the FDA to come knocking on your door with a warning letter.
I do think it could impact the Supplier Forum here, as those threads are (arguably) "circumstantial" evidence, that could be used to show vendor was marketing product in way to lead consumers to believe they could benefit in some fashion (i.e. - love your product and it got me to stop smoking). In that way it would suck that legitimate speech by others is being repressed. But because everyone knows testimonials can be faked, then well, there ya go. I wonder how this would impact Facebook posts on vendor pages as well.
But how this plays out exactly will be interesting to learn and yet seems like it is years away, not months.