So today FDA Commissioner Gottlieb is pumping cigarette company stock prices by threatening to ban flavors in vapor products (or something — not entirely clear), unless the manufacturers magically get teenagers to switch back to smoking instead (or something — not entirely clear). I wanted to address one aspect of this rhetorical game that does not get talked about enough. I doubt there is any serious observer of this space who does not get this, but much of what is said seems to overlook it rather than drilling down to it as it should.