It's generally a good thing for public health if the large tobacco corporations move into e-cigarettes. No one else has the kind of reach they have to promote sales to the point where the average smoker will consider giving ecigs a try. It's also a good thing for us, in principal, because they need to be against the FDA's pharma-led agenda to remove ecigs from the market. So on balance, this is both good for public health and good for ecigs in general.
But there is a downside: the basic rules of business mean that the easiest way to increase market share is to eliminate competitors rather than fight with them for their percentage. So page 1, item #1 of the pharma/tobacco playbook is: buy legislation to eliminate competitors - it's the cheapest and quickest way to get more market share. So in the long run, the rules of business say that large corporations with a lot of funds to expend are not good for the rest of us. RJR are the first to go to phase 3 and you can see how that plays out: they'll crush you if they can.
Public health wins either way. The current ecig community is on a loser, that's all. RJR and the other mega corporations will need to remove web sales in order to maximise market share, so don't expect them to support the upgrade/aftermarket, which is basically where we are with our 3rd-generation equipment. They are all about selling mini ecigs in B&M, and if they can eliminate everything else, that will be just fine.
Yes - they need to protect ecigs at federal level.
Yes - whatever happens, it's good for public health.
No - big tobacco is not going to be good for the ecig community in the long term: they will need to eliminate web sales where they can, and products they don't sell (i.e. what we, the online community, use). We're less than 10% of the market so we don't matter anyway.
It's just business. All it means is that ecigs as we know them will become black market products, at some point in time, in some specific regions. That is, after all, already the case in some places; it's just that this will spread. It shouldn't be a surprise: corporations controlling markets worth hundreds of billions are hardly likely to let penny-ante players continue to rule the game. That is simply out of the question.