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Because some of those other flavors weren't as available before. juul's sort of playing an interesting role here, john. i mean, in some ways the vaping community as a whole says there is juul and then us. juul has been proactive in this. anticipating regulation and trying to basically act preventively if you will here. whether that's going to make a difference, i don't know. this illness and death issue, they still got to figure this out. there are people who have no idea. they're probably using ingredients to cut thc. it's an acute phenomenon. what we've seen is happen over the last year. som...

Off as them getting it in order to fit in. >> reporter: for them, it's mostly juul. >> we were completely surprised by the youth usage of the product and we are taking measures now and will take increasing measures to prevent that use on a going forward basis. >> reporter: in 2018, the vaping story took a turn again. altria, the parent company to philip morris usa bought a 35% stake in juul and the new ceo of juul, he comes from the world of tobacco. >> you know, they're going to make money if people smoke. they're going to make money if people quit. and so i think that's part of the problem. ...

Altria, the parent company, bought a 33% stake in juul, and the ceo of juul comes from the world of tobacco. >> they're going to make money if people smoke, they're going to make money if people quit, so i think that's part of the problem. >> it's a conflict, a huge one, and one that many in the vaping community are taking notice of, steadily distancing themselves from juul and blaming them and them alone for the dramatic rise in teen and youth addiction. >> i think there is a fundamental difference between juul and all else. it's complete nicotine form. that nicotine form is rapidly absorbed ...