Heh, what's in a name.
This topic comes up once in a while because the basic idea is extremely relevant. Basically every idea or movement that managed to change the tide of public opinion in its favor did so, in some part, through re-branding. I'm not exactly sure we're there yet, though.
The truth is that the term 'e-cig[arette]' started out as a bizarre novelty and still has that feel. It is also constantly accruing negative image through 'floating' semi-digested factoids. The word cigarette, I bet, contributes every day to lazy legislators assuming they're 'just as bad'. Like someone suggested, imagine pharma trying to sell their patches as 'sticky cigarettes'. The other truth is, also, that '[advanced] personal vaporizer' is
automatically associated with the vaporization of other materials by many non-vapers. I fly a lot and I experimented with many combinations and, to my dismay, 'it's
like an electronic cigarette' works best with TSA. With the exception of an old ProVari, none of my gear is 'electronic' anyway

'Smoking cessation device' was a close second. Anything with the word 'vapor' raises eyebrows.
Finding the perfect word takes a strike of lucky genius. Turning that into a household name takes a whole different level of campaigning.