Oh they do get it...with the finest research laboratories on the planet, they understand it down to the 6th decimal place.
Their priorities are different than ours, however. They want Joe Smoker to plunk down 50 bucks for the patch, quit for a little while and then start smoking again, then spend $30 for the gum, then $100+ for Nicotrol then big bucks for Chantix.
The cycle then repeats until either Joe actually quits (5-6% of the time) or gets handed off to their other corporate divisions of cancer and cardiac drugs, so they can reap bales of money that they otherwise wouldn't show up on their bottom lines if Joe had simply went to the local gas station and picked up a disposable e-cig.
Oh, they get it. They just don't care about you. They love your money greatly, though.
