Honestly, I think that if Juul didn't focus on tricking teenagers to use their products, vaping could still be considered as a positive thing. In my country NZ, vaping is actually encouraged by the government. But after Juul coming to NZ at the end of this year, I'm not sure if everything can still be the same
I don't think they tricked anyone. In their first few months, they were on social media. That's it. And the ads weren't even overtly geared toward underaged vapers (look it up- you won't find any ads that look like they're for kids).
Juul designed a system that does the job for satisfying smokers, delivering enough nic quickly through the bloodstream, in a form factor that works. Problem is, kids learned it was discrete, easier to vape than smoke, they could get away with it in class, and it gave them a buzz. And it became the cool thing to do. Just like teens don't need to be tricked to try smoking, drinking, drugs, or sex - I don't think Juul tricked anyone.
But I do agree without their adoption of Juuling, vaping would still be much more under the "save the children" legislative hysteria radar. And vapers that don't use Juul would be better off. But there's no denying that Juul has helped many smokers quit (I know quite a few in my own family). They're no more evil than any other company trying to make a profit, but their success has gained us unwanted attention.