If e-cigs were regulated as a smoking cessation device, you could expect a large increase in price, along with regulating away options such as flavored e-liquids and a variety of devices. Basically, you'd be left with something like Blu, only in tobacco and menthol flavors sold at local pharmacies for double the price. The only places who would be able to sell it would have to purchase a license to sell it at $1284639462 which would contribute to higher prices. The FDA once tried to claim it was a smoking cessation device, and a judge shot it down as they are not advertised as such. The kind of regulation that would come from a ruling that made this into a smoking cessation product would likely kill everything we like about the product and it would be rendered almost as useless as the patch. I know that without the flavors (I started vaping cherry, not tobacco) and throat hit from a VV ego, I would not have been as successful. Remember, a big argument the anti vaper side had are the flavors that supposedly make this appealing to children.
This.
Medicalization was tried in the EU. Fortunately, after we made quite some noise, that was voted against. But the thing is: medicalization would have been a de-facto ban in the EU. In the United Kingdom, for example, the total value of the industry would be less than the cost of the studies that would have to be paid by e-cig manufacturers...! 8-o