To me, that ties in with “all of the label changes”.
First extracts. Well not all are going to be able to be extracts now…the simplest way out? Rename the line. That frees up the extracts requirements and limitations. And it opens up the leeway for the others.
Then it shifted from “PG free/dye free/etc free” labeling, to the new labels targeting the “fear market” (Diacetyl/Acetyl/Acetyl Propionyl). Well, that change allowed them to get away from mentioning PG free… But meanwhile, they’ve already created the impression that their flavors are PG free among many. Meanwhile, that’s obviously no longer the case… But then the question arises “ok, is that with some, or with all?” But, you also noted a soft shift in marketing to ‘We’ve got an all new PG line…’
I dunno. There’s just been too many changes, in too short a time, that leave too much unaccounted for. Again. Too much smoke (lack of clarity in marketing), and too much shift (hey look at this…)
Again though, this is all my humble opinion, and what I’ve observed.