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(Prevalence elasticity is the ratio by which prevalence (the proportion of people who smoke at all) rather than consumption (the average amount which people smoke) reduces in response to an increase in price.) Across all the studies published until 2001, Gallet and List 16 found an average price sensitivity of 0.50 for men, and 0.34 for women

The parallels are strong: both involve an alarmist theory that predicts e-cigarettes causing a large increase in cigarette smoking, but in both cases this is contradicted by actual population-level data

Here, take the wheel, said Ben