When you think about it, SE are just capitalizing on the ignorance of the masses, just like every single business does to a certain degree. Most of us know better than to spend $130 for a starter kit that contains 1 atty and 1 battery because we've taken the time to learn about it. Some did so before buying, and others (myself included) did it afterwards.
This isn't limited to Smoking Everywhere, and I'll give you an example. I used to build and repair computers professionally, and even though I'm now in a completely different field, I try to maintain an up-to-date knowledge on computer maintenence and technology. For me, it's a no-brainer to keep my computers free of virii and malware, and keep them optimized to run at their most efficient. Every day on my way to work, I hear commercials for services that supposedly double the speed of your computer by ridding it of all the crap and doing what I already know how to do from experience and due dilligence. The fact is, there are people willing to pay for that convenience, who don't have the time or inclination to learn about AdAware, Spybot Search and Destroy, virus scanners, defragmentation, cookie maintenence, and everything else associated with keeping a computer clean and in top form. For them, it's worth the $75/hr or whatever.
It's easy to get mad at SE for selling what you already know at a premium to the ignorant. I feel that every time I'm in Best Buy buying parts for my computer and I hear someone getting sold on a maintenence plan. I just shake my head and keep going.
The Free Market has a way of correcting itself. I can't see how Smoking Everywhere will continue to be in business in the long run if they don't adjust as these things become more popular. They're still, as far as I know, one of the few sellers that offer a 1 year no hassle warranty on parts, as long as you have a receipt. Perhaps, as Optsmk points out, a SE purchase will eventually pay for itself in the form of wear & tear replacements over the warranty period. I can't really complain about my own SE cig, and the one atty exchange I've had to do on it since April was handled without any problems.
-D4