Should Juul be found guilty they will be punished via fines, just like a tobacoo company.
Of course Juul knew this and decided it was worth it because if their device went viral, which it did, they would be locked in as a market leader, which they are.
All they have to do now is lawyer up and try to survive the next year or so and they are locked in.
If they are fined so hard as to go out of business, the product is still not banned and you would have the next in line take the market leader position.
The product is here to stay, banning the devices will be more difficult than banning marijuana (which is a loosing battle).
Will Juul be a brand in the United States in 5 years? Maybe?
Will we still have e-cigarettes in the United States in 5 years, definitely.
If prohibition really occurs of course we will have 3d printed vapes and an even strong black market vape.
I think regulation will likely occur, likely making it require a prescription, but that is still not an outright ban.