I think SFATA's goal is to protect the perceived interests of V2 and Greensmoke (and perhaps other e-cig companies that join SFATA).
And despite the recent behavior by Chris Venis (that prompted me to not attend SFATA's E-Cig Summit), I think SFATA is and will be a far better advocate for the e-cigarette industry than TVECA has been (or has the potential of doing).
Unlike TVECA, at least SFATA is concerned about, talking about, and has hired a big DC lawfirm to oppose the worst provisions in Chapter IX that would ban e-cig products.