Vaping, "toxic masculinity", and MRAs

Article here. Excerpt:

'The hypermasculine image that vape marketers are selling is a self-fulfilling prophecy that could lock vaping out of the mainstream if the community can't overcome the stigma.
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"The non-vaping public sees vaping the same way they see fedoras," Avery said. "They associate it with this awful MRA [men's rights activist], neckbeard culture."
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If vaping wants to go mainstream, it needs to include women. A handful of surveys and research papers show that women are anywhere from 1.27 to 2.05times more likely than men to try vaping. But in terms of advertising? The disconnect should be obvious by now: Men are 1.25 times as likely to see a vaping-related advertisement.

"Everybody in the vaping community has the same blinders on, thinking that they need to target this young male population," Avery said. "The industry itself is doing a good job of keeping that reputation as well: a young shitty male activity."'