I have no objection to the device if it helps someone to switch to a less harmful habit. I probably do have some bitterness that BT benefits once again
@Eskie brings up a good point about the nature of the device not being entirely well suited to cutting back. Just to add to that, it's interesting for former smokers to ask, why was I smoking a pack a day, or two packs a day?
Okay well sure some people smoked 13 (pick a random number) cigarettes per day, but there is a whole story there.
What is special about the number of cigarettes in a pack? What does a pack cost me? How do you feel as you near the end of the pack? Did you consciously or unconsciously pace your smoke rate so that the pack would last all day?
Those HEET packs even look like little packs of cigarettes, right down to having to pull out the protective liner.
Also another factor, with vaping you take as many or as few puffs as what works for you. With cigarettes, or HEET, there is still going to be that sense of obligation, "I better not waste any of this, got to finish it", even if say 5 puffs would have sufficed.
So yea I don't think this is meant to be a tobacco smoking cessation device, just a last ditch effort on the part of BT to sell a tobacco smoking replacement device while they still can.