The stakes are heating up. The stage is set for a huge marketing battle. Cigarette companies (“Big Tobacco”) with cavernous pockets are racing full throttle to dominate the market for electronic cigarettes, even as they continue to sell lethal ones. Lorillard, which muscled its way into the market first by buying Blu 2 years ago, is in the lead, and more recently bought UK company Skycig. Altria (aka Marlboro-maker Phillip Morris) has brought out its own line, Mark Ten, through a subsidiary called Nu-Mark, apparently created for the purpose. More recently, Nu-Mark has purchased Green Smoke, which continues to appear online under the same name, with no mention of its ties to lethal products. Camel-maker RJ Reynolds is bringing out Vuse, while British American Tobacco is bringing out Vype. A few months ago, Galoise-producer Imperial Tobacco bought e-cig inventor Hon Lik’s intellectual property rights from the Chinese firm Dragonite, but has not yet announced how it plans to shape or brand its entry into the market.