Well it remains to be seen if the real issue is just marketing verbiage -- I think the actual truth will play out differently.
It's not marketting. Have you ever seen those middle of the night infomercials? They hire people to promote stuff (who are all 5'9 38-28-28 and 28.5 years old) In a free market, advertising is the business of the business. Comments in the on-line world are like a forum and (I could be wrong) not admitted by law in a court of law (technically, though in print, it's considered heresay, since anyone can say anything on-line and 90% of everything on-line is opinion) Most of age consumers know this.
The FDA also has limits. They can't change Federal Law, which includes nic as a legal 'smoking' product and allows BT to import deadly chemicals in tobacco products ontop of the home grown ones.
I don't think the FDA or BT wants it off the market because BT has a huge revenue that goes to the gov. My opinion is they want to tax it to death....some of tax is already happening and some of it is hidden in very high shipping costs. But, they want to help make everything on-line taxable. In the long run, it's going to push e-cigs underground or into local vendors.
If they wanted QC for public health, they'd ban BT. It's obvious, when they say 'vaping is a disease' they are also taking a dig at BT and also the alcohol market. It's irrelevant to their cause whether any individual uses any of these legal substances to quit or abstain (alcohol could be watered down for those who don't drink to get drunk) and more people are killed by drunks than tobacco users. There's zero evidence of a vaper causing loss of life or property damage. (btw, tobacco contains trace amounts of alcohol, as do many medicines - if a minor wants to get high, they can easily go into any pharmacy. When they start going after products used for recreation that are not mind-altering, everyone suffers for it - BT, the alcohol industry, Pharmas and the piddly, little e-cig businesses nationally and internationally)
You don't have to wait for the truth - it's about taxation and that will put many on-line retailers out of business and make the economy worse by sheer volume of on-line merchandisers. Everyone will end up in the same category of business as illegal drugs and in turn that hurts Microsoft, banks, cc companies....for an extra $1.50 in tax in a bad economy.
Only the gov could come up with better business ideas than business.
See ya on the other side of hell.