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Before JUUL blazed onto the market, the experimentation and use of combustible cigarettes had been in a decades' long decline (so e-cigarettes can't take credit for that, though their manufacturers often try). In fact, youth were losing interest in electronic smoking devices before JUUL came along because, quite frankly, they weren't that good.

JUUL was a quantum leap in electronic smoking devices in terms of convenience, hideability, coolness and also addictiveness (as they figured out how to get nicotine to hit the blood faster). It went to market with little concern for safety and with youth friendly advising. The 'youth vaping epidemic' was really JUUL for the first couple of years, but then it started facing regulatory headwinds, and other products filled the gap and it's been 'whack a mole' ever since.

What JUUL did was demonstrate to the world a whole new model of addicting folks to nicotine.