When your average American wants to try a new activity, he/she doesn't start with the internet and education. Your average American starts at wal-mart.
We may not like it, but that's the culture. That may not be how it should be, but that's the wayit is.
When a new customer sees someone "blowin dem phat clowdz brah" the new customer wants what he sees. Then he walks up to the counter and says "how do I do that?" pointing at the vaper who has been in the scene for 4 years tooting away on his 'showpiece', maybe something crazy like a 0.25 ohm quad coil in a drilled out Tobh with a chuff cap.
The proprieter of the shop pulls out an 18650 mech, a dripping atty, a battery, some kanthal wire, some cotton for wicking, and sells the whole shebang to the new customer. Proprieter is a "customer service minded" shopkeep, and goes over how to torch wire, coil it on a drill bit, torch and pinch, the coil, mount it in the RDA, test burn to work out hot legs, wicking, priming, and dripping. In other words, shopkeep is being "customer service minded" and making sure the customer is happy with his vape.
THE CUSTOMER NOW THINKS HE IS WELL EDUCATED
Two days later, the new customer, frustrated that his "build" eats that battery in an hour flat, goes back in to the B&M and says to the 'other' employee, who's on shift today "My battery dies too quick, got anything that'll last longer?".
Hand the batt to the employee, who reads 2000 mAh. Employee pulls out a batt that reads "3900 mAh" and says "this should last you about twice as long". Customer goes "Cool, gimme four of 'em"
This is how it happens folks.
In the modern consumer culture and climate, the average American has expectations. They may not be realistic or accurate, but stamping our feet and shouting that they should do x or should have done y doesn't change the fact that people expect instant gratification, easy to learn and convenient to use. When they go in to a shop and ask to chase clouds, they expect like any consumer electronic, it will be easy, safe, and pretty much idiot proof.
While the culture is changing, and more people are looking to the internet before making purchases, informative sites like this are outnumbered a thousand to one by the online version of the B&M described above. and the customer will still consider himself well educated after a similar shopping experience.
For all of those who would respond "well, when *-I-* wanted to get in to mechanicals (or clouds, or whatever) *-I-* educated myself first. Congratulations - you're smarter than the average American. Doesn't it feel good to rub your superiority in other people's faces? OK - now get off your high horse and realize that your big brother, and his uncle sam are gonna come down on this industry like a jackhammer if the average American keeps blowing things up on accident.
this is happening more and more and you cannot go on blaming every individual sooner or later you've got to realise there is a problem within the vaping industry and that we will suffer for it. Too many b&M's out there are run by people whose only concern is how much cash they can pocket they couldn't give a stuff about the customer or their safety and they need to be shutdown soon as we won't\can't do it so maybe it's time for the authorities to do it. Also why cant mech mod makers put a manual into their products probably add a couple of quid tops to the price and design the mods with adequate venting all along the battery tube not just the bottom or top. 
