e-cigs are already a big disrupter to the cigarette market. Until recently, these were completely detached from the tobacco companies. I think only in April of this year a tobacco company bought one of the manufacturers.

They are a massive improvement to burnable cigarettes and while the reliability of them is a pain it is improving.

Originally they all tried to look like cigarettes but that leads to compromises like small batteries. The newest models all look a lot less like "analog"s and have bigger batteries and better longevity.