They weren't, Runyan was the first to market e-cigs. Hon Lik invented the first model while working for Golden Dragon Holdings who were so impressed with it that they changed their name to Runyan (Like Smoke) and began marketing it.
e-cig.com is not only lying about being the first, up until here recently they were marketing e-juice that they claimed they would add both ...... and a dangerous weight loss drug to their juices, along with other strange things, at request. The FDA sent them a warning letter and it looks like they have since stopped. Most of us steer clear of the company simply because they were only helping to give e-cigs a bad name.
IIRC they also have a bad rep with trying to get replacements for defective equipment. After receiving something that didn't work, several people were told there was no record of them ever purchasing from the company.
Also, keep in mind that they are a chinese site. Some of the savings you would receive from their product may well be taken up in shipping charges, so compare final price if you decide to order.