The key thing to keep in mind about all this is 'lobelia' versus 'nicotine'.
If you think that carob tastes
just like chocolate, then the 'digital smoking alternative' is just like an 'electronic cigarette.'
The product they are going to market cannot qualify for regulation under the Tobacco Act because it contains nothing derived from tobacco.
Lobelia is an herb. As long as Ruyan makes no health claims for it, the FDA can't regulate it as a drug or drug-delivery device combination.
As for how well it will do on the market, that depends. Many herbs have helpful effects. If lobelia can prevent nicotine abstinence syndrome, that would be great. If not, I'm not sure what it brings to the party. Could just refill my carts with PG laced with a little food flavoring.
Found this when I googled lobelia.
Sloan-Kettering - Lobelia