You know I have a feeling that if a pharma company had invented the ecig this would have played out differently.
First of all the inventors would have had a press release telling us that a major breakthrough in smoking cessation was now available, next they would have had samples in the right places, pharmacy counters as test marketing and then they would have touted the results of the studies, exactly the same studies but this time spun to suit a different agenda. They would even have adopted longterm use as this product was clearly safe to use in the presence of non smokers.
Unfortunately ecigs came on the market from armatures who didn't understand how marketing works, you don't sell to the end user first, you sell to the general public first, even if they never use your product, it's important they don't resist it.
By the time ecigs became mainstream or at least mainstream enough to catch the attention of the man in the street, that man (or woman) had no awareness of what they were seeing, all they had to go on was the word of the user. It's about context and ecigs got seen it the context of smoking with all the negativity that goes with that.
It's unfortunate that it was the tobacco companies that invested in the first buy outs, if it had been a health company then we would be seeing Glantz and Talbot produce equally junk science but showing how effective ecigs were.