I would have to disagree, one of my converts was a social smoker, only smoked when he was out at the pub. He could go through a pack in a night (which, granted, was longer than a 1-2 hour outing). Outside of the pub he never smoked, if he didn't go down for a week, then he didn't smoke for a week. I got him an eGo and he's perfectly happy with it, the overall sensation from the larger system feels more like smoking than those little minis that just can't put out enough vapor.
What I do agree with is HOW people are going about it. Don't just say "go buy an ego", explain why you think they should get an eGo, pros and cons, and why you think the other models that "look like an analog" are not what they want. If, after you know they have been informed, they still want something smaller then either drop out of the conversation or offer advice on a model that meets their needs.
My point is, when you're buying something new you don't know what it is you want, you just think you know. Make sure they have the appropriate information, and THEN let them MAKE THEIR CHOICE. DON'T just push them towards an eGo/buzz/gv2/whatever, but at the same time DON'T just assume they actually know what they want. Offer them the information, at least then if they get a Blu and realize it's crap they'll (hopefully) not think they are all crap and come back looking for something different.