"Why are your labels sooooo boring!?" This question, launched at me this weekend, made me realize that we have never explained our marketing philosophy to the vaping community. Maybe I should. Let's face it, hype and zippy product names and packaging sells. But there's a downside. It has been threatening for many years, and it is really starting to come home to roost for the vaping industry now. The push for flavour bans, already enacted in some states in the US, is a serious threat to vapers everywhere. It is still true that when the US sneezes the world catches a cold. Below is an excerpt, in jpg format to prevent Google duplicate content issues, from our website explaining our marketing philosophy. We certainly have the ability to produce catchy product names and lively labeling, but we choose not to so as to try to be part of the solution rather than part of the problem. I do not agree that we should be so sensitive to what attracts children that we kill all the pleasure and usefulness adults have in vaping - the list of industries that can be accused of this is endless - but I also realize that there are some major threats that cannot and should not be ignored, and that in order to survive we should take heed and respond in a suitable way. We toyed with the idea of an age gate on our website but discarded it as it is pure window-dressing, it serves NO practical purpose. Age gates in their current form are a bad joke. So folks, that is why we look and sound the way we do, not because of a lack of imagination but because we believe the industry should start playing the long game. For it's own and all vapers' sake. "Why are your labels sooooo boring!?" Because we'd hate to die.