I personally know 5 or 6 people who have made the change to e-cigarettes without ever knowing more than what someone at a kiosk told them. They see me using my Riva 510 and were completely unaware of other options than the standard mall-type devices.
I get this too, although the people I know who tried ecigs from a gas station or something said they didn't work well and went right back to smoking. And then they comment how my Ego is a "real fancy expensive one". Cracks me up. If they only got a peek at the wide wooly world of mods!