Altria is a terribly run company. I was part of their previous attempt at entering the e-cig market (Green Smoke and Mark Ten). Everything they touch turns to dust, so this news about Juul is not surprising. I've never seen a company with so much dysfunction, in-fighting, and ineffectiveness.
When they shut us down in favor of the stake in Juul, we joked that they only took a minority stake in order to save Juul from them.