I expect that once they believe they have the market cornered, BT will will introduce more effective stuff. They want the customers they've already lost to the independent vape market back..
Again, that would depend on what the FDA allows as far as applications for new products goes. If the FDA wanted to shut down vaping, they simply would reject applications on various grounds. All the studies that are required - not only to show no harm but how other forms wouldn't be as effective, etc. etc. etc. And they'd be up against studies that show harm and in some cases, more harm than cigarettes.
http://www.fda.gov/downloads/TobaccoProducts/Labeling/RulesRegulationsGuidance/UCM273425.pdf
Section 910(b)(1)(A) of the FD&C Act requires that a PMTA contain "full reports of all information, published or known to, or which should reasonably be known to, the applicant, concerning investigations which have been made to show the health risks of such tobacco product and whether such tobacco product presents less risk than other tobacco products." FDA interprets the information required under this provision to include, not only investigations that support the application, but also any investigations that do not support, or are adverse to, the application. Information on both nonclinical and clinical investigations should be provided, including, but not limited to, any studies assessing constituents of tobacco or tobacco smoke, toxicology, consumer exposure, and consumer use profiles. Further, information on investigations concerning products with novel components, ingredients, additives or design features that are similar or related to those of the new tobacco product and investigations concerning products that share novel components, ingredients, additives or design features with the new tobacco product should also be provided so that FDA may adequately assess the health risks of the product. To the extent the information is available, you should indicate the source of funding for all studies provided.