Lorillard Tobacco is already in the game, since they bought Blu, and they're the ones behind the TV commercials.
At the risk of being the Devil's Advocate...
With upcoming FDA deeming and probable legislation to follow, is BT in the game necessarily a bad thing? Changes are coming, regardless of the fact that we don't like like the fact. How bad those changes are remains to be determined, but they're going to be bad.
Many vapers consider Big Tobacco and Big Pharmacy to be the enemy. However, the biggest enemy is Big Government and its insatiable appetite to regulate everything.
IMO, the recent hearings and commentary were mere formalities, before the FDA making their predetermined recommendation. Clearly, those hearings had as much effect as Vice President Biden meeting with the NRA... none. The FDA reps just nodded their empty heads, and went on about business as usual. And don't think FDA didn't take Judge Leon's 2010 ruling as a slap in the face to their bureaucratic authority.
In a worst case scenario e-cigs could be illegalized completely. No one will be able to replace their batteries, or atomizers as they will be banned from import or production. There will be no juice companies or DIY, because nicotine base will go away forever.
Some die hards may be able to get by for a while by making their own mods, and even growing and extracting their own nicotine. However, for the overwhelming majority of us vaping will cease to be an option.
The mid-tier effects would mean costs are going to go up. Manufacture of e-liquid will be regulated to certified labs subject to FDA, BATFE, and OSHA regulations and enforcement. Sale could be regulated to only pre-filled carts, so the public need not handle poisonous nicotine liquid for safety reasons. Never mind the fact that the same public can handle petroleum products like gasoline, swimming pool chemicals, insecticides, and rat poison responsibly. Nicotine juice could also be subject to tobacco taxes at both the federal and state level.
In the best case scenario the government will leave the e-cig industry alone. IMO, that's not going to happen. The government never saw a regulation nor a tax it didn't like, and this won't be the first exception. Regulation is coming.
In a case of "My enemy's enemy is my friend" wouldn't CASAA do well to ally with BT to mitigate the severity of said regulation? IMO CASAA doesn't have enough clout or money to stop or even really affect the legislation on its own.
BT will try to optimize any legislation to their favor, and without CASAA interests represented there is little hope that legislation will be lenient on 'our' industry.
Finally, I will say that the e-cig industry is already in bed with BT to a degree. AFAIK, e-liquid nicotine comes from the plants grown by the Tobacco Growers Association, which walks hand in hand with the cigarette manufacturers. If that's not the case please feel free to correct me.
And remember, no matter what happens it's for the best, because your government knows best and they're looking out for you.