Well personally I hope it does work. I'm an ex-smoker but I still would like to see this work. Smoking is still legal, for the moment at least, no matter what the anti-smoking/health and safety nazis would have you believe. Some people still enjoy it. If you don't smoke, don't fly or work with with them but don't try to close them down just because you don't enjoy the same things they do.
It's another airline offering jobs to pilots. Wish them luck for God's sake and get on with your life.