Some vendors are likely looking at an exit strategy, while others will baton down the hatches and fight as long as possible. Bottom line though, this industry as a whole is still incredibly fragmented and disorganized.
There will also no doubt be a very gray market emerging from all of the looming regulations, which in turn will lead to more and more poor quality control standards and safety in e-juices and devices, not to mention much higher costs for the average end user.
Bottom line, its going to be a lose-lose situation for everyone involved, its just the nature of bureaucracy.