Actually Altria who owns Phillip Morris. They are behind the curve but I would imagine they will catch up vey quickly with their deep pockets, actually, the deepest. All of the current companies better start innovating and building a loyal customer base because we know what Altria will do. They'll perfect a product and sell it cheaper, pull a lot of customers over, forcing the smaller companies out of business, then raise prices, locking people into Phillip Morris brand. It's SOP for big business. I hate to say it but, I'll end up wherever there's quality and ample supply. It's SOP for small business.