Interested to read that BAT is to test a 'hybrid product that combines tobacco and e-cigarette technology'.
Philip Morris, of course, has its own tobacco-based vapour product (the Marlboro Heatstick) while JTI has Ploom, a tobacco vapour pod device.
Given that Forest stands for Freedom Organisation for the Right to Enjoy Smoking Tobacco, any device that involves tobacco has to be of interest.
It's encouraging too to know that tobacco companies are focussed on developing harm reduction products designed to appeal to smokers who want options other than a non-tobacco vaporiser.
Some people seem to think these devices are a threat to e-cigarettes. Maybe they are, maybe they'e not, but it will be fascinating to see how this plays out over the next decade. Personally I think there's room for these and other devices (some still to be invented).
Truth is, e-cigs are not universally popular with smokers. If they were millions more would have switched. The fact that they haven't suggests there must be a gap in the market for other nicotine devices.
That said, if they're not over-regulated, e-cigarettes have a big advantage because they have an established and growing consumer base.
In contrast tobacco vaporisers have a lot of catching up to do and it's possible they will never be anything more than a niche product with a devoted but small following.
The important thing is to offer consumers a wide range of products and allow them to make an informed choice.
In other words, let the market – not politicians – decide.