> But this is the whole point, they do attract non-smokers. They should explicitly detract them instead.

This is magical thinking. Do we apply this requirement to healthier alternatives in any other market?

For example: I really like McDonalds fries, but I mostly don't eat them because they're unhealthy. However anecdotally some "heavy users" eat them 3 to 5 times a week.

Imagine if McDonalds introduced "Beyond Fries" tomorrow, equivalent in every salient way, but less unhealthy (say, baked potato-level healthy). Would anyone apply the standard above, calling for it to be _only_ a "fry cessation product" for heavy users, and expecting it to explicitly repel the abstaining-for-health-reasons users like me?

I can't see how it's even possible to achieve both goals at once. A healthier alternative to _anything_ is going to draw some former abstainers-for-health-reasons into the market. And smoking has a _lot_ of abstainers-for-health-reasons.

By all means let's call vaping a smoking cessation product, but I'm not sure it's reasonable to assume that we can have our cake and eat it too here.

Edit: sense