Who says you need all of this market right away to be successful?! If a couple of the larger states got on board then 10% of $2 billion is a good start!! And what if even a greater %age of smokers decided to try VLN?
"a 3% market share of the smokers who attempt to quit (1.5% of the total market), the VLN franchise in 2025 would be valued at close to $2.0 billion"