Ugh, I'm not sure about this. If you think of it from the angle of a person who's a smoker but is looking into e-cigs and they have always been taught about how bad cigarettes are for you, how will they feel about an e-cig that's marketed by a cigarette producer?
People see Big Tobacco (BT) as an evil thing that is trying to kill you. And, generally speaking, they are. So, I don't think that having a BT label on an e-cig is going to help its reputation. They might see it as just another way for BT to get them to buy products that are probably as bad as cigarettes, regardless of the research.
I could see this being a good thing, too. From my perspective as a longish time vaper (1 year and change), I can see the opportunity for more funding for research, more awareness, a likelier chance that the FDA will approve and so on. But that's not likely to be the way many other people who aren't experienced with this stuff are going to see it.
I dunno, we'll see.