BT cares about one thing, and one thing only: increasing shareholder value. If that means establishing a footprint in the e-cig market, then that is what they'll do, and they'll do it to win.
They also know their customers very well--a lot better than Halo, JoyeTech and the average Mom n' Pop Shop know theirs.
The average smoker likes the convenience of buying a pack of whatevers, opening it, flicking the Bic and getting his nic fix. He likes throwing away the remnants. He probably knows he needs to quit. He's probably heard about electronic cigarettes as an alternative. But he's probably not interested in something that does away with the convenience.
Most of our smoking brothers and sisters don't want the bother of shopping for a mod, matching it with the right atty, finding the right flavor and nic level of e-juice, acquiring the right batteries, changing (much less building) the coil, priming, filling, cleaning, organizing all the schtuff.
If it's not convenient, not inexpensive (in his opinion; NOT ours), not easily accessible and not idiot-proof, then it's just not a viable long term alternative. They might try it, but unless they get the bug we got, they'll probably drop it.
We're hobbyists, enthusiasts, tinkerers and explorers. We're a relatively small part of a huge market and going back to the second paragraph above, BT knows that market better than anyone else.
After all, they built it.