Juul introduces the Switch Network

On Monday December 3rd at 1.25 pm I received the email below. Did you? What do you think of it? How many people will join? To do what?
A brief visit to Juul's newsroom did not bring any additional info. Maybe their community page is a bit bigger but no word there either about this initiative. But just returning to the site I was directed to this page with a different link:
www.theswitchnetwork.com and bingo, see the screenshot above. Many unasked (yet) questions. Juul meets grassroots advocacy? Visiting their very long list of job openings did not bring any additional info. Maybe I missed the clues. 

INTRODUCING THE SWITCH NETWORK At JUUL Labs, we are on a mission to end cigarettes, the world’s #1 cause of preventable death. Today, we are proud to announce a new grassroots network to support this mission and invite adult smokers who have made the switch to access exclusive information and resources, advocate for responsible policies, and encourage friends to join them. Together we can improve lives of the world’s one billion adult smokers. Over a million adult smokers have already made the switch. Become a part of the grassroots network that will help ensure millions more can do the same.