Nearly 70 percent of smokers say they want to quit. In an effort to help them, the American Lung Association (ALA) recently launched its “Quit, Don’t Switch” campaign. The ALA “believes everyone who uses tobacco products can quit using methods that are proven safe and effective by the FDA….” Unfortunately, not only does this campaign deliberately avoid acknowledging the benefits of new smoking quit tools, it is embarrassingly out of touch with the people whom traditional quit methods have failed.