The e-cig market is still in infancy. There are several paths they could take. The fact that they don't communicate more articulate plans may indicate they haven't decided which way to go.
If they are planning a model they might be wary of failing and just putting their toe in the water. There are some acknowledged experts out there they should be consulting with. I haven't heard anything. They might be considering a small initial run of, guessing, say 10,000 units. Depending on public reaction, they can choose their next step.
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