People stopped smoking in movies at the same time a lot of other smoking related things changed. Similarly smokers likely notice people smoking in movies more than non smokers.
Juul changed the cultural standing of vaping and (for a very brief moment of time) made it "cool" by means of social media celebrity promotion. They were hit with pretty aggressive punishment for this by the US FDA if I'm not mistaken.
https://en.wikipedia.org/wiki/Electronic_cigarette#/media/Fi...
All the exponential curve stuff happened early on the path from 0 to ~10 of million.