Again, they give no link to any fda doc about this but in the 'impact doc'
http://www.fda.gov/downloads/AboutFDA/ReportsManualsForms/Reports/EconomicAnalyses/UCM394933.pdf
....as I've pointed out before in the impact thread, they state - pg27:
"We acknowledge that product exit reduces product variety and the range of choices available to consumers,
but we do not estimate the value of this loss of consumer choice."
So now it appears they do estimate the value
There is more discussion of
1.Welfare Gains - pg 14:
"We acknowledge, however, that the effects of using other tobacco products may differ from the effects of smoking cigarettes; some may have very similar effects to cigarettes, while others may differ substantially."
There's more, what I'd say is a confused evaluation, on pg 19
b. Electronic Cigarettes and Other Non-Combustible, Novel Tobacco Products
"Due to the emerging nature of these products, their health effects, which are not fully known, and their yet-to-be established relationship to other tobacco products, the benefits of including electronic cigarettes in this proposed rule are unknown and
therefore cannot be quantified."
... although they make a lame attempt to do so in the following few pages....
I see no '70%' mentioned so this may not be what the article is about but the original comment above: ",
but we do not estimate the value of this loss of consumer choice." .... tends to contradict what is said in the article.