As far as I'm concerned, David Goerlitz is a winner . . . but the TVECA as presently constituted is a disaster. As others have noted, the business model for the present 3 members (who are also the directors) relies on (1) lower nicotine levels (even though they say 36 mg, none of them carry it--for example, ENVY's "high" nic is 18 mg.), (2) no liquids (in fact, use of liquids voids the warranty for ENVY products), and (3) no flavors (only one member, ENVY, carries flavored cartomizers, but it already anticipates that flavors may become a problem, and "if the FDA requires the flavors to be discontinued, they will not be available from ENVY").
As a consumer, for me to support a trade organization, I'd need the board PACKED with members whose livelihood depended on flavors, liquids (including higher nicotine liquids), and online sales to individuals. And I'd also want an organization where the Board doesn't have 50% of the vote, with the members having the other 50%. Essentially, the members would have to vote unanimously opposed to defeat a Board's majority vote. To be very clear, that means that a simple majority of the Board (that is, if the Board were to consist of 3 members, 2 would constitute a majority vote) will decide the issue unless every single member votes against the majority Board decision . . . and even then, it would only effect a stalemate.
The 3 members of the TVECA do not reflect my interests as a consumer, nor do they represent the interests of the vast majority of vendors in the community. The call for people to get behind the TVECA is premature. The TVECA made a decision to start off with 3 members that reflect a particular business model . . . and unless they make some drastic changes, they're going to remain at 3 members.
And to be very clear, TVECA is just that--three vendors purporting to represent the industry. Without the backing of other vendors and consumers, they remain just that . . . 3 vendors.
I would encourage people to listen to the interview on archive. The first hour or so is David Goerlitz's story, which is fascinating. The second hour delves more into issues associated with the TVECA.