Glad you started a new
thread SJ!
"At the simplest level, the misinterpretations are a case of not understanding what “better” [for cessation/cessartion attempts]
even means in the presence of heterogeneities and the resulting confounding and
selection bias."
While this
is a simple level, it is almost never questioned in any cases of the use of 'better' or 'good'. There is a 'meta' level question, that always needs asked - "Better (or Good) by what standard?" So when Zeller says 'regulating ecigs is for the greatest good' - one must ask "'good' by what standard?" And frankly he'd be stumped for an answer that didn't end up in some circular answer of 'public health' or the 'public good'.
And Phillips/Nissen/Rodu differentiate between 'disease' and 'personal preference'. We've seen (and many do believe) that the health community has made 'alcoholism' into a 'disease' (just to pick one obvious example). There are many reasons for this - 1. Some people actually believe this; 2. If it is a disease, then the person isn't
as responsible for their behavior and this plays into the 'it's not your fault' crowd of false self-esteem - which, btw, kills self-esteem; 3. Medical
insurance covers diseases; 4. It can be considered a chronic disease - one you can never get rid of and this plays into the hands of certain 'societies'. (I'm not saying that they don't make a situation better, btw - they can and do).
And P/N/R makes this point very well:
"This (the 'disease' theory) contrasts with a preference-and-choice situation. In that situation, there is clear
heterogeneity of individuals, and those individuals typically know – or could be guided to
understand – what their relevant individual characteristics are."
and:
"relevant to smoking cessation: For a particular person at a particular time, a particular
method will either succeed or fail. It is useful to try to figure out which will succeed for
the particular individual and offer advice;
it is not useful to figure out which would work
better, on average, if prescribed to everyone."
This last (bold) goes against the collectivist solutions that ARE prescribed to everyone as if there are no individuals who do things for different reasons. OR at least justifies any bans, restrictions and/or regulations.
What struck me is that this forum (thanks to the OP

does exactly what P/N/R describe - the 'non-bold' above, and later in the paper:
"Moreover, the success of THR is strongly dependent on the social support of those who have already done it, and who are often the motivators for realworld switching attempts."
Those vets or quick studies who are knowledgeable can 'prescribe' solutions to newbies and others having problems but according to their own behavior. What is good for a 'weekend smoker' isn't the same for a 3 pad smoker. There are so many other examples of peculiarity of behavior that we've all seen and experienced but good 'solutions' are given out here appropriately. And some 'adjustments' are needed sometimes.
As P/N/R point out - "what food tastes better?" ... we get this all the time on flavors. There is no good answer (because of the subjectivity of taste), but I found and have put this out as a 'solution' that IF you can find someone who likes the same flavor you do (for me it was JustJulie and Elendil - to name a few) - then what OTHER flavors do they like is a good hint to what you may like as well. It isn't 100% but I'd say it's well above 50%.
... just to illustrate how 'objective' some usually 'subjective' aspects of vaping can be. And this points to the comments made by some of the panel in the Summit and SJ on another thread says about how hard (near impossible) it is to make any 'collectivist' judgments about both smoking and vaping as far as cessation solutions are involved.
This 'difficulty' likely not fully appreciated by ANTZ on a rational level but probably is the basis at a more rudimentary level as to why they do the 'broad stroke' of fear mongering and demonization to get people to quit - their orientation is 'public health' not 'individual health', so they have to either scare you to death or to get 'public opinion' on their side, to make you into a leper. (with no intent to offend those with Hansen's disease).
I also applaud the emphasis on 'benefits' of nicotine. Were it not for that, virtually no one would smoke or would have smoked since whomever discovered the plant. Or perhaps we should get CVP's 'demon' a provari and some good eliquid, so that he'd leave us alone!

I also encourage more studies along this line and would be a bit more generous than the 10-20% stated but even that is significant if one has 20% more focus/concentration, or 20% more memory retention or is 20% more relaxed.
More comments after a 2nd reading.
On 'benefits' - perhaps it's the nature of the publication, I saw no mention of the role of 'smoke/vapor/aerosol' and this is something for obvious reasons, imo, that should be considered in any study for individual preferences. Patches and gum don't emit aerosol - ecigs do.