One of the things you learn on this forum is there are plenty of people spending mroe on ECs than they did on cigarettes. Who wouldn't want a few 10s of millions of customers like that? The real kicker with ecigs is they aren't subject to the ginormous conficatory taxes so the amount of manufacturer profit returned per dollar of retail sales can be much much higher than cigarettes. The tobcco companies have to be frantic about how to get a share of the market. Their strengh is a vast distribution system. Their weakness is that system is cash and carry, no speciality retailer assets. Apparently they foolishly agreed not to use their brands on anything but cigarettes. Camel or Maroburo vaping gear would snap heads and get more people into vaping. I don't mind if the tobacco companies want to be in the market so long as that doesn't interfere with what I want to buy. I bet the tobacco companies are genuinely fully commited to the idea that smokers should switch to vaping or they will be when they figure out what products to sell. It's a better business for everybody--well, for everybody except government.