Don't think they'll kill the cigar business. Kinda reminds me of the beer business. General is the Bud, Coors, Miller and the like with scattered "premium" offerings. They offer "staples" to appeal to the masses. Just like I drink a Bud, MGD or Coors Light every now and then, I smoke an occasional Excalibur, Punch Rare Corojo or LGC stogie, all decent smokes. The part of them that I avoid is the over-priced and over-hyped lines like Cohiba and Macanudo. An indication of the effectiveness of their marketing is that those two lines are known to the average non-cigar smoker, and are considered by them and newbs to be top line cigars.