It will all get very interesting, no doubt. It is impossible for e-cigarettes to remain unregulated in the US because there is too much pressure from those who will lose huge sums of money, and in the end that's what counts. As the ecig trade gets more powerful and is perhaps able to counter the most egregious of the regs, we might see a triangle of influence between tobacco, pharma and ecigs - all split into various camps and factions.
The best thing that can happen is that the ecig industry is forced to come up with a trade body that is universal and inclusive, with low membership fees, in order to create a united front and provide some kind of marketing, packaging and quality policy that presents a far more unified face to the outside world. However the costs of legal defence and lobbying are so vast that this is a separate matter, only those with the deepest pockets can support those efforts.
Tobacco will be split in any case between those corporations who intend to only sell cigarettes and other smoking products, and those who have alternative plans. At present it is hard to identify tobacco's anti-ecig efforts but they must be present, perhaps in the form of lobbying. Until very recently, one of the major tobacco corporations was vociferously arguing against ecigs, and it is more reasonable to assume that their anti-ecig pressure is now behind the scenes rather than ceased. As pharma's agenda is the same, and some tobacco and pharma corporations are co-owned, perhaps some of tobacco's anti-ecig money is being channeled through pharma.
Pharma will remain the biggest opponent as, although they have less to lose than tobacco, they appear more willing to spend whatever it takes with whoever will accept it, to stop ecigs. They also have the twin advantages that they appear to be responsible and legitimate spokesmen for public health, even if that is the opposite of the true situation in the common irony of public life, and that they own a large number of medics. I expect ecigs to take a 60% slice out of the smoking market eventually, so pharma's market for drug treatments for sick smokers will take a 59.9% hit in that case. The absolute lowest figure they will lose if this comes to pass is $50bn, a sum worth fighting for. Other 'health' interests will weigh in behind them, such as the private hospital trade, and whoever will lose 60% of incomes such as radiotherapy treatments for cancers caused by smoking.
The elephant in the room is the federal tax authority, as they will be the biggest loser of all. Ecigs will switch off hundreds of billions in tax flow of various kinds, principally in tobacco duty. When someone wakes up to that, we can expect real problems. The only place where this might be seen to be a factor is perhaps in those countries where ecigs have been banned outright; after all that is the only sensible fiscal policy for an administration under financial pressure, as they all are, especially at this time.
The health issues are completely irrelevant. It doesn't matter if ecigs will save four billion lives, as smokers are seen as addicts and volunteer tax payers who can legitimately be forced to do as an administration requires. The clever denormalisation of smokers and the creation of a pseudo outcast group allows health issues to be ignored. They are simply a source of income and have no rights.