In 2014, CVS Health ( CVS 6.35% ) made the decision that selling cigarettes did not match its brand positioning as a company focused on its customers' health and well being. That move cost the company about $2 billion in sales and some shoppers in the short-term, but set CVS on the path that led to its $78 billion purchase of Aetna, a deal designed to further the company's goal of "transforming the healthcare experience in America."