They are looking at the very long term, after the FDA rules, after regulations are finalized, after local restrictions are passed.
If the FDA restricts e-cigarettes and eliquid to "save the children" and their type of cigalike is the only ones that pass muster they gain market share. If this becomes the future look of vaping, they know already from research that the cigalike are the least effective for smoking cessation. They don't have a problem with that scenario, the fewer people quitting the better.
Further if the FDA deem them tobacco products, federal, state and local taxes will quickly follow. Along with this the states and local governments pass restrictions on where they can be used. The cost and convenience of vaping loses its edge, the cost will be the same or higher with taxes (one cartridge = 2 packs), and can only be used outside with the smokers.
With taxes stabilized the push to wipe out vaping would lose steam, the true believer ANTZ would be able to simply lump combustible and e-cigarettes and continue the demonize both. RJR is used to this and likely has departments to watch it and look for loopholes.
With no built in advantage to vaping, the New Vapers Forum traffic would dry up. Switching just because it's healthier? Some people might, but the growth rate we're seeing now would disappear. Tobacco sales would stabilize or even rise again, RJR has no problem with the outcome.
A black market might sustain some of the current vapers, but hold little enticement for current smokers. A pack of Camels would be much simpler to purchase and likely cheaper.
