... is the tobacco industries biggest gripe with vaping, they don't mind if you quit smoking, but they damned well are not going to stand for you finding an alternative to the cigarettes!
Big Tobacco is not entirely a dog in the manger about vaping. They're buying up cigalike companies, they do have an interest in those who continue to have a nicotine dependency. Cigalikes are NRT and there's profit in NRT because it doesn't work very well. (Politicians in the pay of BT though, they will not want cigarette sales falling.) BT would much rather we vaped than quit.
The Tobacco Control lobbyists hate that BT is getting into vaping and NRT for this very reason, they see vapers as still dependent upon tobacco products. For tobacco control vaping = smoking.
It's Big Pharma that wants vaping to be considered the same as, or worse than, smoking, it's BP that wants the line drawn under "approved products".
The stakeholder map is quite complex. TC wants to eradicate nicotine use and they don't understand that vapers distrust BT as much as they do.