I don't feel awkward about it, at all. As already said, I will go out of my way to talk about it. I am proud that I converted to this, and stand by the fact that I can talk openly about what it really is. I read up on the facts, research any new news about it, and am ready to debate when someone challenges me. I think the true shame would be NOT openly discussing it, and informing people about what it is. I had a coworker who was completely anti-smoking, and quite sarcastic, who, after letting me explain it to him, said "Man, I need to tell my wife about these... I hate smoking, but as far as I'm concerned, I can't say much to you when I'm sucking down a 20 oz. Vault..."
The only way to help people understand, whether at work or at radio shack, is to show them, tell them, and let them see why we do it...