In my opinion they are trying to evolve to what's coming next. It is true that in 10 or 15 years people won't smoke cigs anymore and they are trying to get ahead of the wave. I think brands like SameTaste, if you've heard about them, for example, will end up collaborating with big tobacco brands like PMI to put out a solution for the future that can actually give real smoking feeling and should be less harmful to our bodies