Big tobacco just spent $12.8 billion to get a taste of Juul Altria, a giant in the world of tobacco conglomerates, just spent $12.8 billion dollars to purchase a 35 percent minority stake in Juul, a company that currently dominates the e-cigarette market. This deal puts the value of Juul at an eye-popping $38 billion dollars, more than doubling the $15 billion valuation from earlier this year. That criticism was not lost on Juul’s higher-ups. “We understand the controversy and skepticism that comes with an affiliation and partnership with the largest tobacco company in the US. We were skeptical as well.” Juul CEO Kevin Burns wrote in a statement. “But over the course of the last several months we were convinced by actions, not words, that in fact this partnership could help accelerate our success switching adult smokers.” As a part of the deal, Altria will let Juul have access to its customer information, allowing it to send Juul advertisements to people who buy Altria. The company also plans to stick Juul messaging directly inside packs of Altria-produced cigarettes. Juul will maintain control of the company, and according to CNBC, it’s 1,500 staff will split a $2 billion bonus.