For what it's worth = not much.
With the massive write down in the carrying value of JUUL taken already, any rational shareholder has already assumed the whole investment in JUUL is likely worthless, at least for the near term.
However, the so-called "call option", which is the legal right to 35% of JUUL's profits in the longer term future, still has some value. That 35% stake acts as a kind of insurance policy for their cigarette business should JUUL rebound. While any future profits or need for that insurance is now doubtful, being forced to divest it away now (and they would get next to nothing for it at this point) is still a negative.
For the analysts to claim that "washing their hands of JUUL" would somehow cleanse or benefit MO, is nonsensical. It's the equivalent of saying, "because I lost a lot, it would be better to lose it all". I don't care if other investors will or won't buy MO shares. What I care about is whether MO would make more or less money. And I don't see how being forced to sell the rights to 35% of JUUL for next to nothing can possibly result in MO making more money. JUUL might be worth zero. Giving it away now ensures it is worth zero.
The mistakes that were made in spending $12.8 billion on JUUL are now obvious and irreversible. Whether Willard can or should survive those decisions is a separate matter. But it doesn't help MO shareholders to have to forcibly dump what little is left for next to nothing. Amusingly, the analysts miss the only reason why selling JUUL might be financially beneficial. The sale would obviously generate a sizable capital loss, which they could likely write off for income taxes.