From that "Study"...
"This ethic of hedonism applied particularly to younger men and could make it difficult for them to give up smoking. However e-cigarette use had the potential to take on an association with hedonistic masculinity as we saw with Neil and his customers - not least because an interest in gadgets and technology was already a legitimate male trait, thus making the e-cigarette a doubly viable masculine accessory in combining hedonism with technology."
I never really considered an e-Cigarette to be a "doubly viable masculine accessory".
But then again, I'm Not a young man Anymore.
LOL