Strangely, from what I've seen
It's not big-tobacco that's been lobbying against vaping, but the pharmaceutical industry.
Vype (the brand you see next to the fags) is owned by BAT. Tobacco seems to have accepted that vaping isn't going away - and are fine with it. Well by fine, I mean they wish to embrace the Gillette model of locking you into their ecosystem.
It's pharma that's shitting themselves as patches, gums, everything they have is demonstrably less good than vaping. BAT doesn't care what you pick up at retail. Pharma cares as an entire division is now dead in the water. Gone. Hah.