I get confused with the discussion that big pharma companies and tobacco companies are losing out. i don't understand why people are always bringing up this point. There really is nothing stopping pharma/tobacco companies from producing vapour devices and liquid themselves. If a tobacco company started selling their own e liquid using their own brand name on the bottle i have no doubt ecigs would become much more popular with smokers. As things are the eicg market is a "cottage industry" and the mainstream never really pickup on any cottage industry. You can imagine all tobacco companies getting away with advertising their brand without actually advertising tobacco at all just their e liquid and branded hardware. A good universal brandname would be a good thing for the ecig industry. Afterall consumers buy what they are familiar with but ignore everything they aren't familiar with. Isn't that how advertising works !?. This kind of development is what i am expecting. Tobacco companies cannot afford not to jump on the bandwagon. As for the FDA etc and their involvement i would say that it is all just a storm in a teacup. A whole world of speculation and supposition. The controversy being created is blowing everything out of proportion and making a mountain out of a molehill. There is too much money too be made from this adolescent industry for it too be swept under the carpet by a government department. Massive global revenue can be made if this blooming industry were to be nurtured. It just has to be done right. So don't be so pessimistic and look at how big ecigs could become in the future instead of thinking it's all going to be doom and gloom. Your bringing me down man !.Get it together..