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Their revenue and profit have been stagnating for many many years and their stock massively underperformed the market. The smokeless products are a panic reaction - they are trying to cling to relevance and are utterly failing at it. C-level management knows that for sure.
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Phillip Morris is getting out of the cigarette game and moving towards the addictive drug delivery system game:
https://www.pmi.com/smoke-free-products
People who think this company's leadership doesn't know what's going on are naive.