I might be able to make him a little happier with that...He is not happy - very frustrated, this iJust 2, is designed more for a huge "lung hit". I would guess Bill being my older brother, couldn't take his "little brother's" advice!
Get him to use a higher resistance coil. 1.8 to 1.5 ohm is best, but as low as 0.5 ohm would work, but still a lot of vapor. Low wattage, low airflow, and a smaller mouth piece. That should get him into a M2L range.
Aside from that, a Kanger toptank mini is a decent set up for M2L. There are a lot of others, but that kanger is the only one I've tried, so the only one I can personally recommend. Plus.. it comes with a rebuildable RBA mini (no more buying premade coils). If you cook your cotton, you just put a new bit in. I bought that tank when I was spending more for coils than I was on cigarettes.