Call me a conspiracy theorist...
I think The Blu line is a tool big Tobacco is using to F* us over. They know the product is sub-par. It's disruptive marketing. They can flood the market with a frustrating device and hopefully keep some of the tobacco customer base (someone recently said to me: "yeah, tried vaping, got a kit at 7/11, got frustrated, so I went back to smokes").
What's worse: owning The Blu line gives them the avenue to place an add on TV that definitely puts many people off of the whole idea: this guy in an "actor" and kind of a jerk and he keeps bloating about how he can do this ANYWHERE (personally I extend the same courtesy to people around me when I vape as I did when smoking analogs - no one wants their favorite eatery all clouded up).
The ANYWHERE message is freaking out all the non-smoker-vaper voters out there. So prime-time TV is stirring the populous about vaping in public and people buying Blu are funding the effort. It's the genius of big tobacco. They are smarter than we think they are.