>> reporter: it is massive. a wells fargo tobacco industry analyst just came out and said that they are estimating that the market this year alone in the united states for e-cigarettes, $1.8 billion. even more surprising is their expectation that this market for electronic cigarettes is going to surpass the market for traditional smoke cigarettes in the next decade. if that happens, i think that will be astounding. what we don't know yet is what the fda is going to do. they have said that they could come out as early as this month, so that would mean in the next two days, with a proposed rule to regulate e-cigarettes. that could change the entire game and on top of that, there is still this big hanging question, is nicotine alone really safe to inhale. some studies say yes but more recent studies like one out of brown last week says not so fast. there are a lot of questions here and mayor bloomberg and new york city getting out in front

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