I don't try to hide it, but I try not to attract too much attention, either. I have a semi-large VV mod and it does kind of look weird, particularly here in Canada where the concentration of vapers is about 1PPM. (Although a little denser in the general area where I live -- generally because it's a large city.) Plus, with the Health Canada situation here now being about where the FDA situation was in the US about a year ago, I figure it's probably just wiser to keep it low profile until things get sorted. If they get sorted.