Bloomberg/Gates Anti-Smoking Collaboration

Two wealthy men, maybe you've heard of them - Michael Bloomberg and Bill Gates, are joining the forces of their very wealthy and influential foundations to discourage smoking around the world, with a focus in the developing world. I'm looking forward to hearing more about this in the future. I wonder how the tobacco industry is preparing for this. Apparently though, they can jump on the finding that tobacco can be used to help create a vaccine for lymphoma. A new market for tobacco? It would fair much better for their reputation.