It doubled just this past year. If it takes two years for the regulations to take effect, that will be a 6 to 9 billion dollar a year industry in the U.S. alone. Japan tobacco wanted some of that; I bet there are a few other big companies watching closely as well.
Despite what we think, this market is just now hitting a huge growth spurt. Projected sales world wide are estimated to be 50 billion dollars in the next 15 years.