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body, and they are not an fda approved method to quit smoking. critics point out they can keep users hooked on nicotine. so what does the american cancer society think? cautious optimism with a number of caveats. what we don t want to do is to take something out of the hands of people which could, in fact, help people stop using the traditional burn cigarette which is the enemy. reporter: you get angry when people try to fight this. because it worked for us. we saved our lives with this product. i wouldn t be so angry if people took the time, our elected officials took the time to get educated. they re not. reporter: but as cities and states decide how to handle e-cigarettes, the industry continues to boom. time we take our freedom back. poppy, i m laughing at stephen dorf in that ad. how big of an industry is this right now?