Besides the obvious health benefits of vaping when compared with tobacco, I think that one reason that motivates people to vaping it´s the cool factor. Vaping has become more than a simple method to reduce or quit smoking and achieved a fashion dimension. We see people vaping in rap MTV music videos, celebrities vaping, and when I observe many of the guys making vaping products reviews in youtube, they seem cool dudes to me (guys like the vaping Bogan, Zophie Vapes, VapingwithTwisted419, Jai Haze, GrimmGreen, for example). Vaping products also seem to be designed to be fashionable, with exquisite designs, led lights, multiple colors, frequent launch of new products, etc. However, I think that this coolness and fashion factors can be detrimental to the image of vaping as serious therapeutic system to end smoking. Its seems to me that there is kind of an underground and alternative culture associated to vaping, and this can actually heart the image of vaping as a serious therapy to combat smoking. We all know how the medical profession tends to be conservative and political decision makers are not the coolest guys. How would you characterize the “culture” associated to vaping? And do you consider that this culture can actually harm the image of vaping as a serious product?