There are objectively worse companies in the world than Juul, but few that flatly infuriate me as much. Here’s the sick-making ad they’ve been running around the country lately:

The crocodile tears on display here are enough to drown all of Silicon Valley. Practically everything about Juul from the ground up was designed to appeal to teens. The flavors. The design. The packaging. The “adults only” schtick. Everything. As a result, half the high schools in America are buried under an avalanche of Juulers, and Juul is so profitable that even tobacco companies are envious.

Juul’s goal of creating a new addiction for a new generation is obvious to everyone. They don’t have to literally create their own version of Joe Camel to make that clear. But the ghouls behind Juul continue to throw up their hands and declare themselves mystified. Why, they just wanted to do the world a service by helping adults kick the habit. They’re as aghast as any of us that teens have taken to it.

I’d love to see everyone associated with Juul bankrupted, but in the meantime I’ll settle for banning the worst of their products if the Trump administration actually follows through on its promise today:

Trump administration officials said on Wednesday that they would ban the sale of most flavored e-cigarettes, at a time when hundreds of people have been sickened by mysterious lung illnesses and teenage vaping continues to rise.

Sitting in the Oval Office with Alex M. Azar II, the secretary of Health and Human Services, and Dr. Ned Sharpless, the acting Food and Drug Administration commissioner, President Trump acknowledged that there was a vaping problem, and said, “We’re going to have to do something about it.”

Mr. Azar said that the F.D.A. would outline a plan within the coming weeks for removing most flavored e-cigarettes from the market.

It’s a start.

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