You're correct, of course, in noting that there has been no shortage of negative rhetoric emanating from the other side of the ocean, just as there's no shortage of it over here. But here's where I see a rather striking difference: on the American side, when there's a non-negative commentary from a health care authority (excepting, of course, people like Drs. Siegel and Ross, who are still largely voices in the wilderness), it tends to be couched in ambiguity and bet-hedging, i.e. "Well, these devices may have some potential for smoking cessation, but we need to wait for more data before we understand the long-term risks." On the other hand, it seems like British doctors and medical groups have been the only ones willing to come out and say, unequivocally, "This technology can save millions of lives."