TBH, I don't know what to make of this.
On one side, there's people saying it's a healthier option to smoking (including ASH) while others say there's no evidence of that.
While I think companies should diversify into new products, I don't like the idea of Phillip Morris basically getting a big subsidy. Then, they "could" pass that on to the consumers.... but I won't be holding my breath.
Then again, big car companies are moving from ICE to PHEV and EV's, and are getting applauded. Should we applaud Phillip Morris if these heated tabacco products do turn out to be "healthier" or still loathe them because they're a tabacco company.
Like I said, I don't know what to make off it.