What I'm saying is if new users only come from the segment of smokers looking to quit cigarettes, then new
ecig users will become a diminishing number.
Yes now from a huge base of smokers theirs lots of converts but as time goes on smoking will become less normative. New ecig users just to keep the growth in the market will have to come from non smokers.
This may be a couple of decades down the line but its the nature of the product. It works as a cessation method, users move from cigarettes to ecigs. What doesn't happen is people taking up the ecig as a first nicotine delivery system.
Ultimately big
tobacco is right to be scarred, ecigs are in long term competition, at the moment ecigs let big
tobacco recruit new users for them.
Health concerns aren't part of the argument, this is about money and who will end up holding it.