Indeed. Juul hasn't made any health claims so the clickbait title that they are copying big tobacco's playbook (when they are big tobacco now) is kind of silly.

It was also odd to read Juul's statements that they are an "alternative" for adult smokers but not intended as a cessation device. So they're for people who want to smoke cigs and Juul? That seems strange. They're trying to fit themselves into a regulatory niche and not be seen as a quit device nor as smoking. That's kind of impossible.