I believe that $MO and $LXRP are heading in this direction, but in a very strategic manner.
Meaning that are doing the research and studies to show the regulators the "science" relative to the safety of the product being delivered.
The big problem here is it takes time to do these studies and is the reason behind the phased approach that these companies are taking.
Barring an announcement from $MO of adopting the Lexaria process the most we can expect (hope for) at this point is a joint release from both companies that they are working on a more healthy and consumer friendly product that helps smoker either break their habit or lowers related health risks.
While we may believe it, and Mo and LXRP may believe it...the regulators will want scientific proof!