Marlboro and Camel were totally ignorant of electronic cigarettes in the early days, was even charged with spreading lies about electronic cigarettes until it was able to catch up. Everyone still laughs at corporate versions of electronic cigarettes, it is a typical example of the company not being anywhere near the culture of the consumer.
Interestingly, Big Tobacco has not engaged in mergers and acquisitions. It's always in the cards, of course, but so far electronic cigarette giants like Joyetech, etc. have remained independent. This is not to say Big Tobacco wouldn't bring improvements to vaping, on the contrary, but if what Big Tobacco has to contribute has to come at the expense of the small vaping houses that started it all, we don't want it.