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And I feel free to have one almost anywhere."Sex and freedom: the slick advertisement for Lorillard's blu eCigs, starring TV personality Jenny McCarthy, shows how Big Tobacco is pushing into electronic cigarettes.They are seeking to take command of a market they fear could one day supplant traditional tobacco.In just the past few months British American Tobacco, Lorillard, Reynolds American, Altria and others have launched e-cigarettes, with a message that they can be smoked or "vaped" anywhere that regular cigarettes are banned or disdained."We see huge potential for this market, both domestically and globally," said Richard Smith, spokesman for Reynolds American, parent of tobacco powerhouse RJ Reynolds and producer of the VUSE e-cigarette, which it recently introduced in Colorado to test the market."Adult tobacco consumers are making it known that they want convenient tobacco products they can use in a variety of settings, giving them the freedom to enjoy tobacco on their own terms," he said.Lorillard's blu -- a brand it bought for $135 million (100 million euros) in April -- has stolen a march in the US market on competitors.Altria, parent of Philip Morris, has test-launched its MarkTen in Indiana, and BAT kicked off the Vype across Britain in July.Meanwhile NJOY, an independent with Silicon Valley and Hollywood startup capital, has also carved out significant market space.Bonnie Herzog, an industry specialist at Wells Fargo Securities, forecasts $2 billion in e-cigarette sales in the United States by the end of this year -- two percent of the tobacco market -- and $10 billion by 2017."Consumption of e-cigs could surpass consumption of traditional cigs within the next decade," she said.Companies say the recognition level of e-cigarettes is already widespread in the United States and Europe