https://www.vice.com/en_us/article/qjk4q5/juul-is-an-easy-targetlets-ban-more-tech-products-that-harm-us

On Wednesday, there was a great disturbance on Twitter, as if thousands of writers suddenly cried out in terror and were suddenly silenced: the Food and Drug Administration is reportedly preparing to ban Juul Labs Inc. e-cigarettes in the United States.

Why Juul and not, say, any other e-cigarette company? Or why not the entire vaping industry? It ultimately boils down to the fact that our regulators are unambitious cowards. Like many companies, such as Uber, Juul enjoyed early success because it brazenly broke laws. In Juul's case, it advertised its products to children before pivoting and advertising its products as a way for adults to quit smoking. It packaged this regulatory arbitrage—when companies gain an edge by staying a step ahead of the law—with a sleek device; the classic "move fast and break things" tech playbook.