As those like us that follow the sector know, the variance in opinions about the merits of e-cigarettes continue to widen.
On the one hand, Public Health England published a report last year stating that e-cigarettes carried 95% less risk that smoking cigarettes. On the other hand there are many others (for example the Welsh Government) who currently seem to disagree - today's report at the European Society of Cardiology for example doesn't mince its words - vaping is "far more dangerous than people realise".
As one of the scientists that we most respect on the subject, UCL's Dr Robert West, says, "It would certainly be fair to say the study shows electronic cigarettes are not without any risk. The critical question is how much risk."
The battle no doubt will rage on...