The overwhelming market share that allows Microsoft to survive each new Apple onslaught doesn't exist in the e-cig industry. Whatever floorspace and kiosk real estate these two "players" have will be gone with the stroke of a pen the moment a VP for Walmart or any other chain decides to sell them at keystone pricing.
Come on man, did you really need to bring up a MS/Apple comparison. I'm expecting a fanboy flame war any moment now.