I find the flavor on my eRoll muted as well. It doesn't bother me though. I tend to agree with Patkin's statement that if you use a tobacco or heavier flavored juice (like coffees, dark "drinks") or even mints or menthols, it is very reminiscent of a cigarette without the burning flavor.
I just chalk it up to different delivery systems will have different strengths/weaknesses. I get more flavor from my spinner and evod combo, but there's so much I like about the eRoll that the flavor component isn't a deal-breaker.