The way the proposed regs are written, if something is a "new" tobacco product -- meaning there was no "Substantially Equivalent" product on the market in 2007 -- then whomever wishes to make/sell that product must submit an application to have their product "Approved" by the FDA within two years of the regulations being finalized, otherwise the product is not allowed.
OK, all your favorite WTA vendor has to do is file such an application, right? Well.. Best guesses are that preparing and filing such an application will cost a 6 figure amount at minimum, and possibly as much as 8 figures. Of course there's NO guarantee that the application will be approved; the FDA can very well say, "You need to do more studies, come back when you have more info".
So do you think any of the existing WTA makers are able or willing to make that kind of an investment in red tape?