I've noticed a lot of newer users cranking their devices to the max, thinking this will offer the optimum vapor/flavor. And then they wonder why a) the battery doesn't last as long as advertised, b) everything tastes burnt or juice spits into their mouth, and c) coils last a mere days as opposed to weeks.
My answers: do you drive your car 100 mph all day, every day? Of course not. It's hard on everything and will lessen the life expectancy of the engine and the rest of the vehicle. Consider the variable voltage/variable wattage feature as a "heat dial". Dial it to the max and you're going to cook your juice and your atomizer faster than normal. What could've lasted you two weeks is only lasting several days. Also, I've seen many newer or inexperienced users sucking really hard, taking hard pulls out of frustration. That's not the case with everybody, but it can cause juice to spit into your mouth. If this happens consistently, as in, all the time, the problem is typically user error. Not as often, but occasionally, you'll get a bum coil. Quality control in China is no where near Western standards.
Also, bottom coil clearos, and most tanks these days, work on a pressure system. You fill it up, it creates pressure inside the tank. As you use it throughout the day(s), and the liquid level drops, the pressure inside the tank changes. If you let it get too low, it's going to gurgle, leak, or spit liquid into your mouth. A simple fix? Keep the tank as full as possible at all times. Don't let it get too low.