The reason why Altria bought into JUUL was to take over the largest vaping business on the west. So they can control it once vaping finally overtakes smoking in the west, in the next x years (fuck knows when but its coming).
The only downside is that the FDA couldnt allow JUUL to be so powerful so all the vape regulations and bans going on in the country aren't aimed at the vaping market, but directly at JUUL. The rest are collateral damage.
In fact Altria have been involved in vaping since the very beginning, like the pantomime villian. I'll link a decent article that eetails everything that has happened in America, give it a read, its weird how it just repeats itself.