The "ONLY" motivation for Blu to improve the quality of their e-cigs
would be IF it would significantly increase their profits (period)
As the 5% figure has been mentioned I don't think they have that motivation because it doesn't exist. But I think the motivation does exist to grab that 5% just like Joytech does (eGo series advances are obviously watching mods and copying). Not only do you grab that 5% you keep yourself from losing the ones who don't stick with Blu. Sure they may not stick with Blu to go back to cigarettes but at least for the time being you're not sending most of your profit to the government with e-cigs.
If it works like I think and the government will be hard pressed to pass a high "sin tax" on something that's getting people off burning tobacco we could actually see BT rather people vape than smoke.
As far as the flavors being banned mentioned above you, we are in control of that. We need to make those quit or die antis eat their words. Every bill they put up trying to ban flavors will have me being a very squeaky part of the 5% because it is most definitely the flavors they want to ban that make me rather vape. I kind of don't even want to smoke my pipe and I have some great pipe tobaccos.