In answer to your question - I suppose the answer is because that industry is not homogenous, and each company has different views as to where vape is going and what they should be doing.
Worth pointing out that the big narrative amongst PMI/Altria and BAT is that Heat not Burn is going to be the big winner long term.
Also worth noting that Imperial have been publicly attacking HnB on the basis of its supposed safety (or lack thereof).
And finally worth noting that PMI have persued a very aggressive policy in Italy in which they lobbied for pipe-tobacco excise for HnB on the basis that they could demonstrate the safety, but for cigarette-level excise on vape on the basis that it's not proven safer!
I'm happy to say that those tactics will not work in the United Kingdom.
Worth pointing out that the big narrative amongst PMI/Altria and BAT is that Heat not Burn is going to be the big winner long term.
Also worth noting that Imperial have been publicly attacking HnB on the basis of its supposed safety (or lack thereof).
And finally worth noting that PMI have persued a very aggressive policy in Italy in which they lobbied for pipe-tobacco excise for HnB on the basis that they could demonstrate the safety, but for cigarette-level excise on vape on the basis that it's not proven safer!
I'm happy to say that those tactics will not work in the United Kingdom.