The problem is we are not just competing against tobacco. While we do compete against them, we also then are threat to BP and their loss of income from NRT's, and we are a threat to state governments due to the loss of income not just from tobacco sin taxes, but from the MSA income.
What many people don't realize is that MSA money isn't just a set amount every year no matter what, it is based each year off the yearly tobacco sales, and any year the sales drops below the rate of sales from the year the MSA was agreed to, not just does the amount go down due to the lesser amount of sales, but also the % of money the tobacco companies have to pay off those sales goes down.
It winds up being a circle jerk so to speak. People buy tobacco, they then buy NRT to try to quit, it fails so they go back to tobacco. All the while paying insane sin taxes to their government.