I doubt it is the same unit that you see on the website....most likely it is a disposable unit and they hope t he buyers like the concept and visit the website and buy a more expensive one.
The 7-11 kits are exactly the same as the ones on the website. I picked one up at the 7-11 near me, in Menlo Park, a few months ago. After seeing the crazy price difference between the $20 7-11 price and the $85 website price, and seeing that they claim to manufacture them in the US, I did some searching around. I'm 99% sure they are rebranded "E-Health" cheapies.
E-Cigarette Atomizer for EC502A, EC502B, EC502C, EC508-wholesale dropshipping on wiisingonline.com looks like a perfect match for their $35 atomizer, except the color of the metallic ring.
I was actually surprised at how well the thing performed as far as vapor production, but I got grossed out by the taste of them by the end of the first cartridge. Plus the fishiness of the company, claiming to have patents and manufacturing in the US, and the extortive prices on the website leave an equally bad taste in my mouth. If they straightened up their act, I think they'd have a pretty good thing going.
I do like the case they come packaged in. It comes with one atty, one batt, a USB stubby charger, and 4-5 carts, but you could actually fit two complete kits minus the second charger in the case.
These could never replace my 510, but if I were still running around at bars and such one of these would be great as an expendable night-on-the-town unit, at least at the $20 price. The cig is really light weight and comparably sized to an analog. It's light enough to hold in your teeth comfortably, but the little endcap tends to come off in your mouth if you do.
About the cartridges. They are tiny, two piece design. The inner reservoir comes sealed with foil. The pointy atomizer pierces the foil, and the foil kind of seals around the atomizer. Once it's dry, the inner part can be pushed forward with a paper clip. I then peeled the foil off and dripped maybe five drops in to refill it. It worked OK, but didn't seem to last as long as the prefill. Maybe the foil seal makes it last longer? Maybe they have a special juice formula? It did look kind of thick in there. The inner cart can also be pushed all the way out if you want to use the unit for dipping, which worked OK, maybe four drags per dip.