(..) by ignoring overwhelming evidence of the benefits of ENDS (Electronic Nicotine Delivery Systems), this abrogation of the health groups' responsibility to maximize public health is peculiar, indeed, particularly when recognizing that the United Kingdom is calling for a change in national policy after acknowledging that vaping is an important tool for smoking cessation. Instead of speculating regarding motives, it is necessary to confront their reticence to embrace ENDS, notwithstanding their classic "more research regarding electronic-cigarettes is needed" disclaimer.