A lot of marketing and very slick (expensive) advertising along with a really well done website.
Now, that bieng said... we have seen countless reports of folks who had severe issues with their Blu. Ordering issues aside, batts DOA, atomizers dying untimely deaths, inconsistency in vapor production, weak vapor, and so on.
Then we have seen other reports and videos of folks who love theirs. Clouds of billowing vapor, no defects. Me thinks it is the luck of the draw, but you are probably more likely to get a bad one instead of a good one.
I'm gonna get a set just for kicks because I like the concept and packaging, but if it's a POS I won't worry... I have my trusty 51's
