This is a step further than most companies go (the large investment bank that used to employ me frequently sponsored quit-smoking drives), but perhaps a sign of the times for things to come. At the very least, it's likely that companies could require prospective employees to admit whether or not they smoke, and that might have an impact on hiring decisions.
Other companies are giving bonuses to non-smokers, or sur-charging the benefits premiums of smokers.
With the healthcare situation in crisis, you can't really blame these companies. But even everyone quitting smoking isn't going to solve the problems with the current system.