What would you do if your intent was to provide adult smokers with a gateway to help them stop smoking, but it got coopted by teens and turned into a cultural phenomenon? You became almost overnight billionaires? Then the FDA started investigating you and the Surgeon General starting warning of the dangers of your product for teens?
Does this feel like a pattern to you? Very young (male) inventors attract lots of venture capital, grow companies like Facebook and Juul, then face a terrible dilemma when they discover ways their products would be used that they never forsaw.