The e-cig has been around for just a little over 2 years in North America. This lack of knowledge and exposure is for a calculated reason. Big pockets of Big Tobacco and Big Pharma, as well as gov't entities and private groups in bed with those forces, simply don't want the word about e-cigs to get out. They've been pretty successful so far.
I'm sorry, I really don't buy that. I think it's the natural order of things that most people view the e-cig as a gimmick - come on, I bet you did when you first heard of it.
If that's peoples' first impression, the e-cig is further confounded by the negative press promulgated following the publication of the FDA tests.
In other words, for your average user there are two levels of skepticism they must overcome before buying their first model. Then, on top of this, many companies sell e-cigs for way more than their real market value, so people's expectations are higher than their initial experience is likely to be - they then pass on negative opinion by word of mouth.
Given this uphill battle, is it any wonder e-cigs haven't caught on as quickly as they might?
Big Tobacco/Pharma need do nothing in the face of this. I hope the tide changes.