To the Editor Dr Abrams1 painted an optimistic picture about the promise of e-cigarettes due to their harm-reduction potential and the ability of US Food and Drug Administration (FDA) regulations to minimize their unintended consequences. However, the manufacture and marketing of a highly addictive product has 1 primary intention at its core: to hook as many people as possible. So what public health considers an unintended consequence is industry鈥檚 intended effect.