 The one difference from the historical pattern of industry efforts to shape tobacco policy from behind the scenes is that there are also genuine independent sellers of e-cigarettes and associated users (so-called vape shops) who are not necessarily being directed by the cigarette companies.These smaller operators are, however, losing market share to the big tobacco companies, and the real political power is now being exercised by the cigarette companies.The cigarette companies try to take advantage of the existence of independent players while acting through the industry's traditional allies and front groups.