I call them PV's and APV's
When people ask about it, I do initially refer to it as
"This is my Personal Vaporizer, or, what you might know as an eCig, but it's actually my Personal Vaporizer."
I try to point out to them, this is not anything like a cigarette. It holds no relation whatsoever to a traditional cigarette, other than
it contains nicotine and flavoring and looks like smoke, but is actually water vapor. It is not a cigarette.
There actually is a difference, even though the others look like a cigarette, they are not. ECig is a misnomer, and does have negative connotations.
But it's too bad that the stigma has caught on with a lot of people. We need to reeducate them as much as possible.
So, yeah, we need to refer to all of them as something different and not as an Electronic Cigarette.
The problem is, this is a World Wide thing. There is no way to conquer that, other than one person at a time as often as possible.
It's an uphill battle the size of which, putting a man on the Planet Pluto might be easier. (Yes, Pluto is a Planet, dammit)