The UK picture is the big tobacco brands are everywhere and so ludicrously expensive. Yet barely sell, and don't get much point of sale love from the retailer. They feel like a line their tobacco rep gave them a discount to carry, yes just about everywhere. £1-£1.50 for 10ml in a vape shop, £1 in the Poundshop and discounters, £4-£5 in a corner shop or petrol station. You can wait out vaping 100x easier than waiting out needing a smoke. Well I always could. Seemed like there was something "extra" in the tobacco more addictive than the nicotine.

The few places that were moving some have mostly started selling independent vaping brands. My local petrol station now carries a couple. Still expensive, but "sanely" expensive.

With the exception of Juul, big tobacco appears to be failing badly at vaping.