The attraction of smoking has *never* truly been that it tastes good. I mean, seriously, how good can chopped up burning leaves of a poisonous plant truly be? Not very.
The attraction of smoking has always either been pharmacological (self-medication of anxiety, depression, etc.), social/peer-group driven (i.e. be a "rebel", counter-culture or deviate from social norms), or driven by marketing imagery (the rugged individualist cowboy, the woman who has come a long way to claim her place in society).
Taste is not a factor and to be quite blunt tobacco smoking is definitely an acquired taste. It smells horrid and tastes worse. The fact that so many people have adopted it despite how yucky it is ... is a testament to the power of the three factors I have listed moreso than to the not-so-yummy taste of the product itself.
Now, look at these things with relation to ecigs. Okay, granted, they can still be useful for self-medication for all the things where nicotine might prove useful. No debate. And someone seeking to medicate for anxiety MIGHT choose an e-cig over, say, Paxil combined with klonopin. And if they do, I'm not going to lose any sleep because big pharma is about as trustworthy as big tobacco and these other drugs are every bit as addictive plus have other adverse side effects.
How about the factor of deviation from social norms, giving society the middle finger, being a rebel and so forth? Well, a large part of that comes from the disapproval of authority figures and the fact smoking is well known to be dangerous. In fact, it was well known to be dangerous hundreds of years ago and the surgeon general didn't suddenly make an astonishing breakthrough in the 1950s. Even medical books from the 1800s document the adverse affects of smoking. Well, an e-cig isn't exactly going out on a limb. It's playing things pretty darned safe. Using an e-cig doesn't go well with laying rubber as you pull out of the parking lot or being tough and dangerous. In fact, for those purposes using an ecig will likely get your .... kicked. LOL
The power of marketing and advertising really can't be underestimated. HOWEVER -- its power over children is quite limited as it is a product that children cannot legally buy on their own. Certainly, just as kids can still get pot, alcohol, ...... and even illegal machine guns smuggled into the country, they might also get their hands on an e-cig because of the power of marketing, but I am not losing sleep over it. Will it happen? Sure. But the attraction is just not that great compared to many other prohibited things they can get their hands on. And a few kids getting their hands on prohibited things is one of the downsides of a free society.
It IS true that prohibitionist puritans will seek to regulate and prohibit just about anything that makes it appear someone is enjoying him or herself. And such puritans will seize upon practically any pretense for regulation. Such people also make a racket with their squeaky wheels that gives them inordinate attention and influence compared to their merit.
This is truly a cause of freedom because you know what? Even if I DO enjoy e-cigs, and I have one heck of a time using them, and even if they were 100 times more harmful than real cigs, it would be MY RIGHT to use them.
It is our task as reasoning and responsible persons to make sure the puritans do not get their way by taking time to get ourselves heard.