Last year at CES, e-cigs were represented by Chinese manufacturers peddling white-label cylinders from the obscure corner where the show stuffs all its D-grade wares. The Shenzhen companies selling disposables with knockoff Playboy logos can still be found, but this year, things are different. Most notably, the vaping division of RJ Reynolds, one of the largest tobacco companies in the country, rented a prominent spot in the convention center for the first time.

"Vaping is one of those new disruptive technologies that could very well overtake the tobacco business."

RJ Reynolds Vapor Company has one product right now: VUSE, a silver-and-black stick that comes in regular and menthol. It’s for sale only in Colorado, where it is the most popular e-cig on the market, but the company plans to start selling it in the rest of the country by mid-year. Because there are no restrictions on advertising for e-cigs yet the way there is for tobacco, RJ Reynolds has launched a TV ad campaign for VUSE.

VUSE has a microprocessor and memory chip that adjusts battery output in order to ensure consistent heat and vapor, the company says, resulting in "the perfect puff" every time. The device also detects when the cartridge is low on liquid, flashing its white light to let you know it’s time to refill.

There are other e-cigs with similar features, especially in the independent and do-it-yourself vaping scene, but VUSE is an elegant execution for the masses. It feels... civilized. It’s hard to imagine why anyone would prefer the stink, ash, and tooth staining of paper cigarettes when something like this is an option.

"I do see and believe that e-cigarettes will over time start replacing the cigarette," says Stephanie Cordisco, president of RJ Reynolds Vaping Company. "Ultimately that’s our vision: to transform tobacco. VUSE was designed to help smokers permanently switch."

RJ Reynolds isn’t the only big tobacco company betting on e-cigs. Lorillard, which owns Newport, acquired the Blu brand in April of 2012. Altria, which owns Philip Morris, joined the party this summer with its MarkTen line of e-cigs. And just because the big players are entering doesn’t mean the scrappy startups are going to disappear. Companies like NJOY are aggressively expanding their tiny empires.