The 15 percent of American adults who still smoke cigarettes despite the well-known damage to their lungs, throats and lifespans are, it’s fairly safe to assume, the stubbornest brand loyalists alive. And yet Philip Morris International (PMI), the maker of Marlboro, claims it’s their new corporate mission to stop making cigarettes.

The Big Tobacco stronghold, driven by its CEO and in concert with its domestic partner, wants to put a stop on the lung snack as we know it and switch permanently to less harmful heated-tobacco devices and e-cigarettes.